For an e-commerce brand, reliable tracking is essential because campaign performance should ultimately be evaluated against purchases and revenue, not clicks alone.

2. Website Optimisation for Better Conversions

We approached Fictioo’s website as part of the advertising funnel rather than treating it as a separate component.

Our focus was on identifying opportunities to improve the shopping experience and help visitors move from product discovery to checkout.

For gaming accessories such as controller holders, product presentation matters. Customers need to understand what they are buying, how the product fits into their gaming setup, and why it is worth purchasing.

We focused on website optimisation opportunities designed to reduce friction in the purchase journey and support the traffic generated through Meta Ads.

The objective was to make the journey from advertisement to completed order more effective.

3. Developing a TOFU, MOFU, and BOFU Campaign Funnel

At Dioptre Media, we approach performance marketing by considering the different stages of the customer journey. For Fictioo, our strategy incorporated a full-funnel approach.

TOFU — Top of Funnel: Brand Awareness and Discovery

The first stage focused on introducing Fictioo’s gaming accessories to relevant potential customers.

We used prospecting campaigns to explore audience opportunities and identify ways to attract people interested in gaming accessories and gaming setups.

Product-focused advertising can help communicate the design, practical use, and appeal of an accessory to a relevant audience.

MOFU — Middle of Funnel: Product Consideration

The second stage focused on people who had already interacted with the brand or demonstrated interest.

These potential customers might need additional information or another opportunity to evaluate the product before making a purchase.

We used the funnel framework to distinguish between new audiences and people already familiar with the brand.

BOFU — Bottom of Funnel: Purchase Conversion

The final stage focused on converting higher-intent audiences into customers.

Relevant website visitors and people who had demonstrated purchase intent could be approached through conversion-focused campaigns and retargeting, where appropriate.

The objective was to reconnect with interested potential customers and encourage completed purchases.

This approach allowed us to consider customer acquisition and purchase conversion as connected stages of the same marketing system.

4. Managing Multiple Campaigns and Optimising Performance

We did not assume that a single campaign would deliver the best results from the beginning.

We managed multiple campaigns and used the available performance data to evaluate advertising effectiveness and identify opportunities for improvement.

Our approach focused on: