The challenge
Most Bowlero guests book or walk in without leaving a trace in the marketing stack. Bowlero needed a verified count of visits and revenue tied to its marketing, not platform-reported engagement.
Before scaling spend on TikTok, Bowlero needed to know whether the channel could drive paid lane reservations, not just views.
The solution
1. Customer Data: Build an audience from real visitors
Guest WiFi connections at Bowlero venues fed Customer Data, giving Bowlero a first-party audience of people who had bowled there.
2. Retargeting: Reach past visitors on TikTok
Retargeting served TikTok ads to the in-store audience. The test delivered 1.9M impressions and 74 lane reservations.
Adentro tracked reservations back to the audiences that drove them, and 81% came from in-store visitors.
3. Walk-Through Rate™: Verify visits and revenue across the program
Separately from the TikTok test, Walk-Through Rate™ matched ad exposure across Bowlero's wider program to 789,011 device-verified walk-throughs, with $22.3M in revenue attributed.
The results
- $22.3M attributed revenue, across the wider visit-attribution program
- 789,011 walk-throughs, device-verified across the wider program
- 74 lane reservations, from the TikTok test
- TikTok test: 81% of reservations from the in-store retargeting audience
- TikTok test: 1.87:1 ROAS
- TikTok test: 1.9M impressions