FFRandonnée

The federation sells trail guides, maps and Randopass insurance online and runs the MaRando app. Its activity follows the hiking season, from spring to late summer.

Media management

Brief

More app installs and more shop sales, at a cost per install and per purchase set in advance.

What we did

• Seasonal media plan with install and purchase targets set from the start.
• App campaigns on Google Ads and Meta (2024 and 2025); Search, Performance Max and Shopping for the shop; Meta for the guides and Randopass.
• Weekly allocation between channels and products, driven by cost per install and cost per purchase.
• Channels that missed their targets were stopped (Bing, native ads, Apple Search Ads in 2024).
• Weekly and monthly reporting with commentary.

Results

• Online shop, 2026 season (April to September), the first season after the redesign and server move: 3,601 purchases, ROAS of 3.22, cost per purchase of €9.00, brought down from €9.75 in April to €8.02 in September.
• MaRando app: 103,635 installs from March to September 2025, 116% of target. Cost per install of €0.23, against €0.37 over the 2024 season (late March to November), 37% lower. The drop holds for Google Ads (€0.37 to €0.23) as well as Meta (€0.37 to €0.24).
• Online shop, 2025 season (March to September): ROAS of 3.44, €6.93 per purchase against a €10 target, 143% of the purchase target. Figures consolidated after the attribution window closed.

Source: Beavers reporting, ad platform data.

What we take from it

A season is managed week by week: cutting a channel early frees budget for the ones that hold their cost.

Server-side measurement

What we did

A Meta Conversions API gateway set up in July 2024 alongside the pixel: site events (views, add to cart, checkout, purchases) are also sent from the server. Management of the site's tracking plan.

Results

Purchase event match quality of 8.8/10 in Meta Events Manager. 2025 was the first full season measured this way.

Source: Meta Events Manager, 18 October 2026.

What we take from it

Reliable measurement does not guarantee better results; it tells you which ones are real.

Shop redesign

We designed every screen of the new online shop, launched in 2026. Development was handled by another provider.

SEO audit

Full SEO audit of the shop after its redesign: technical health, rankings, content, backlinks, with a correction plan. The findings remain confidential.