When Meta moved the goalposts, Mirvac's own data won the game

Mirvac: 8.98% Meta conversion rate from first-party audiences

In 2024, tightening privacy regulation forced Meta to restrict third-party data and phase out tracking methods that Lookalike Audiences had relied on. For Mirvac's Everleigh project in Greenbank, that threatened the engine generating its leads. The answer was already sitting in their Salesforce.

Client: Mirvac
Industry: Property
Solutions: Media & Performance
Region: Australia

Average conversion rate of Salesforce-based audiences

8.98%

Above industry benchmark for conversion rates

124%

The challenge

Meta’s privacy updates, driven by regulations like GDPR and CCPA, restricted the third-party data that made precise Lookalike Audiences possible. Prospecting accuracy dipped across the industry, and in a corridor as competitive as Greenbank, reaching genuine buyers for Everleigh got measurably harder.

Our solution

We shifted the audience engine to Mirvac’s own Salesforce data: buyer demographics, behaviours and purchasing intentions, first-party and fully compliant. From that seed we built Lookalike Audiences that reflected the right prospects, then proved the approach in split tests, where the Salesforce-based audiences outperformed standard prospecting audiences on lead volume and conversion rate every time.

For a project with a sales cycle as long as Everleigh’s, first-party audiences meant evergreen campaigns that kept performing while Meta’s changes disrupted other advertisers.

The results

Salesforce-based audiences averaged an 8.98% conversion rate on Meta, 124% above the industry benchmark, and kept delivering conversion-ready leads in one of Queensland’s most contested growth corridors.

From the team

We compared the Salesforce Lookalike Audiences with standard prospecting audiences in a series of split tests, and every time the Salesforce audiences outperformed the others in lead volume and conversion rate. It shows the importance of being adaptable in your approach.