Farmacity: A Leading Force in Health & Well-Being
Farmacity is one of Argentina’s largest and most recognized pharmacy chains. Founded in 1997 and headquartered in Buenos Aires, the company operates across 17 provinces and Uruguay through four distinct retail concepts: Farmacity, Simplicity, Get The Look, and The Food Market.
With a strong retail footprint and a growing eCommerce presence, Farmacity’s marketing investments span across digital and offline channels, from Meta campaigns to out-of-home media. By early 2025, the company wanted to truly understand how each of these channels contributed to sales across both online and offline stores.
To do so, Farmacity partnered with Sellforte’s Marketing Mix Modeling (MMM) platform and expert service to uncover the real incremental impact of Paid Social and other media channels on total business growth.
Revealing the Hidden Impact of Paid Social & Omnichannel Media
Before using Sellforte, Farmacity relied on traditional click-based attribution models that focused solely on eCommerce. These tools failed to measure the full contribution of media, especially in driving retail sales.
Sellforte’s MMM solution revealed that previous measurement tools were missing:
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52% of eCommerce incremental sales
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63% of Retail incremental sales
By integrating both channels into one unified model, Farmacity finally saw how digital media, particularly Paid Social, was driving significant in-store traffic and sales that previously went unrecognized.
Measuring What Attribution Missed
At a media group level, Sellforte’s analysis exposed a major undervaluation of high-impact channels when relying on traditional attribution:
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Cross-Network: 2.1x uplift
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Out-of-Home: Undetected with last click ROAS, MMM uncovered an Incremental ROAS of 17.6
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Paid Search: 1.4x uplift
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Paid Social: 6.4x uplift
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Paid Video: Undetected with last click ROAS, MMM uncovered an Incremental ROAS of 6.2
Paid Social Deep Dive: Meta’s True ROI Revealed
A closer look at Meta campaigns showed how Sellforte’s MMM uncovered the real ROI of Paid Social investments:
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Meta Advantage+ → Heavily undervalued by attribution; Sellforte MMM revealed a 8.4x uplift
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Meta Awareness → Undetected by attribution; MMM uncovered an Incremental ROAS of 14.8
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Meta Prospecting → Moderately valued; MMM showed a 3.1x uplift
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Meta Remarketing → Heavily undervalued; MMM revealed a 4.3x uplift
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Meta Traffic → Undetected by attribution; MMM uncovered an Incremental ROAS of 7.9
+$240K More Incremental Revenue Without Higher Spend
With these insights, Farmacity used Sellforte’s MMM recommendations to reallocate existing media budgets more efficiently during June 2025.
By optimizing spend across the most effective channels and timing, Farmacity generated:
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+$240,000 USD in additional incremental revenue
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No increase in total media budget
MMM empowered the marketing team to invest where it truly mattered, shifting focus toward high-performing Paid Social on Meta and Out-of-Home activations that had previously been undervalued.
The model provided a clearer view of the incremental impact of marketing actions on the business and allowed us to optimize investment by identifying the most effective moments and media.
Ana Paula Alvarez
Data Analyst @ Farmacity
Results at a Glance
With Sellforte, Farmacity achieved:
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+52% more eCommerce incremental sales identified
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+63% more Retail incremental sales identified
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6.4x higher measured ROI in Paid Social vs. traditional tools
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14.8x uplift in Meta Awareness uncovered by MMM
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+$240K more incremental revenue through optimized allocation
Transforming Omnichannel Measurement with Confidence
By adopting Sellforte’s Marketing Mix Modeling, Farmacity moved beyond fragmented digital attribution and toward a complete, data-driven understanding of its marketing ROI.
Sellforte revealed the true power of Paid Social and Meta, rebalanced the company’s media mix, and empowered the team to make confident, revenue-maximizing decisions across all channels.
