eBilet: A European ticketing platform leader, part of the Allegro Group
eBilet is one of Poland's largest online ticketing platforms, offering customers access to live events across concerts, festivals, sports, and theatre. As part of the Allegro Group, one of Europe's most prominent ecommerce and technology ecosystems, eBilet operates at the intersection of high consumer demand and intensely competitive digital marketing.
The ticketing industry presents a measurement challenge unlike almost any other. When a major event goes on sale, tickets can sell out in minutes, making it structurally impossible for traditional attribution to separate genuine marketing impact from pure organic demand. Without a credible view of true incremental performance, budget decisions were hard to justify and the risk of over-crediting the wrong channels was ever-present.
To solve this, eBilet turned to Sellforte's MMM and incrementality testing platform.
The Challenge: Signal Loss in a Demand-Driven Market
eBilet's marketing spans Paid Social (Meta, TikTok), Google Ads, Microsoft Advertising, Email, and Criteo, with thousands of active campaigns running simultaneously. Many are funded by event organizers rather than internal budgets, adding another layer of complexity.
Click-based attribution couldn't answer the fundamental question: when tickets sell out in hours, how much credit belongs to marketing? Platform-reported ROAS figures were optimistic by nature and gave no reliable basis for channel-level investment decisions. The team also needed a solution that would save time, not add to an already heavy workload.
Key Insights: Where Marketing Was Really Working
Sellforte uncovered several key insights, including:
Meta Ads were underinvested due to unreliable attribution. Platform-reported ROAS for Meta campaigns was inflated to the point where the team couldn't act on it with confidence. Sellforte's MMM provided a trustworthy, causal view of Meta's true incremental contribution, giving the team the basis they needed to justify scaling investment in the channel.
TikTok Ads required campaign-level scrutiny. Rather than writing off TikTok entirely, Sellforte enabled eBilet to identify precisely which TikTok campaigns were generating incremental value and which were not. For the first time, the team could make reliable, campaign-level decisions about where to cut spend rather than relying on blended platform metrics.
Organizer-funded campaigns required nuanced treatment. A portion of eBilet's campaigns are funded by event organizers, with eBilet earning commission on spend. Sellforte helped the team communicate to management that more spend on these campaigns does not always mean better incremental outcomes.
April 2026: a record-breaking month. Following consistent application of Sellforte's Paid Social recommendations from mid-January 2026, April became eBilet's strongest month on record for incremental sales growth.
Business Results
Since incorporating Sellforte recommendations in mid-January 2026, eBilet has achieved strong YoY performance:
- +10% media-driven incremental sales growth, achieved with only +26% in additional spend (approximately 12x incremental ROI)
- +24% incremental Paid Social sales growth, achieved with only +7% in additional Paid Social spend (approximately 14x incremental ROI)
- Consistent week-on-week incremental improvement since adoption, tracked directly in Sellforte's Change Intelligence
Karol Mosakowski, Senior Digital Marketing Specialist at eBilet, said, "April was a record-breaking month when it comes to increasing incremental sales thanks to Sellforte recommendations in Paid Social channels. Sellforte is saving me a lot of time while optimizing campaigns and gives me a very solid basis to show higher management that it brings real benefits and influences the growth of incremental sales, which I have been observing regularly since we started using Sellforte. Thanks to Sellforte I'm able to maximize any potential profit."
"April was a record-breaking month when it comes to increasing incremental sales thanks to Sellforte recommendations in Paid Social channels."
Karol Mosakowski
Senior Digital Marketing Specialist, eBilet
In addition to the concrete business outcomes, Sellforte's impact were also felt across the business, including:
Executive credibility. Change Intelligence gives the team a transparent, visual record of every optimization and its measured outcome, grounding budget discussions in causal measurement rather than platform-reported metrics.
Time savings at scale. Sellforte's AI-powered recommendations surface the highest-priority actions automatically, enabling faster decisions without manual analysis across thousands of campaigns.
Channel mix clarity. With Meta's true incremental contribution now quantified, eBilet is better positioned to negotiate budget increases for channels that are genuinely working and manage organizer-funded spend with clear-eyed awareness of its incremental limits.
