Validating social spend: Visit Vermont achieves a sub-$50 Cost Per Visit for tourism

Objective

Visit Vermont, in partnership with Booyah Advertising US, sought a sophisticated method to measure the real-world impact of their social media campaign. The primary goal was to obtain clear, actionable insights into how effectively the campaign was driving visitors to the state of Vermont during the scenic fall season. 

Strategy

The campaign ran primarily on social channels within Meta, showcasing Vermont’s opportunities for outdoor activities and vibrant landscapes to their target audience. To move beyond engagement metrics and validate the media spend against real business outcomes, they defined success as a verifiable footfall conversion.

Execution

To gain footfall insights, Booyah Advertising used Adsquare Measurement. This solution integrated our footfall conversion tracking directly within Meta. Powered by 100% SDK-derived location data and our visit-matching algorithm, Adsquare enabled Visit Vermont to:

• Attribute digital ad exposure on social channels to physical visits within the state of Vermont.
• Measure the precise volume of real-world conversions, validating the impact of media effectiveness.
• Establish a reliable Cost Per Visit (CPV) metric to assess the campaign’s overall return and efficiency.

By tracking users exposed to the ads who subsequently entered the defined area of Vermont, the strategy ensured campaign success was measured by genuine tourist movement, not just engagement metrics.

Results

The campaign successfully validated the real-world impact of the social media efforts, demonstrating clear efficacy in driving tourism:

• $48.01 Cost Per Visit (CPV) 
• 559 Total visits 

Key takeaways

With Adsquare’s Measurement solution, Visit Vermont and Booyah Advertising were able to:

• Validate campaign effectiveness: Directly link social media exposure to tangible visits to Vermont.
• Establish true value: Define and track a lower-funnel metric (CPV) that aligns with the client’s business objective.
• Inform future strategy: Gain the necessary data to confidently extend and replicate the campaign model.

Client testimonial

“Adsquare’s footfall measurement has been instrumental in helping us understand how paid media drives visitation to Southern Vermont. Their team made implementation smooth and adapted the solution to fit our needs, allowing for clear and reliable insights from multiple platforms.”

— Carter Hollis, Senior Media Manager at Booyah Advertising

Conclusion

Adsquare Measurement provided Visit Vermont with a strategic advantage—the ability to look past simple clicks and impressions to measure what truly matters: real-world outcomes. 

Ready to bring offline impact into focus? Discover how Adsquare Measurement can prove your campaigns’ real-world ROI.