TUI, a leading travel company, partnered with Tealium and Meta to future-proof its marketing strategy amid the decline of third-party cookies. By implementing Meta’s server-side Conversion API (CAPI) via Tealium EventStream, TUI improved data accuracy, optimized ad spend, and enhanced attribution. The shift from third-party to first-party data resulted in a 6% reduction in cost per booking, a 29% increase in conversion rates, and an 18% boost in return on ad spend. This strategic move ensured better tracking, greater marketing efficiency, and a seamless customer experience while respecting privacy regulations.

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