Summary
New Path Digital’s full-funnel advertising campaign for the High Point Rockers, a minor-league baseball team based in North Carolina, produced 549 confirmed ticket transactions and 2,000+ tickets sold in one season, May to September. It was the first season the team could trace ticket sales back to specific ads.
Attribution changed the story of the season. Ticket purchases were tracked by a Meta pixel and integrated with the Rockers’ CRM, which tied each transaction back to the ad that drove it across the 5 month season. Static ads had the lowest cost per purchase and highest return on ad spend (ROAS), so they became the core of the conversion campaigns, while video carried storytelling and engagement. Holiday and playoff games sold at the lowest cost, which we were able to lean into, while later-season games needed stronger offers. The team used these findings mid-season to shift creative and spend, and to plan next season around its highest-demand dates.
| Metric | Result |
|---|---|
| Confirmed ticket transactions | 549 |
| Tickets sold | 2,000+ |
| Average tickets per transaction | 3-4 |
| Attribution | First season with ad-level tracking of ticket sales |
| Best-performing ad format for conversions | Static ads: lowest cost per purchase, highest ROAS |
| Best-performing game types | Holiday and playoff games: strongest results at the lowest cost |
Results compiled by New Path Digital from the Rockers’ Meta ads, streaming ads, and CRM data
What Problem Was New Path Solving?
High Point Rockers, a regional, minor league baseball team, had been advertising for ticket sales without a clear line between ad spend and the tickets it sold. Platform reports showed clicks and views, but the team could not say which ads, formats or game dates were actually driving purchases.
New Path Digital’s goal was to build a full-funnel campaign and, for the first time, connect it to confirmed ticket transactions. That would let the team see what was working during the season and adjust while there was still time to act, instead of waiting for a post-season report.
The Strategy: A Full-Funnel Campaign Built For Sales
The campaign layered awareness, engagement and conversion so that fans saw the team consistently and were then pushed toward a purchase when they were ready.
| Funnel layer | Channels | Role in the campaign |
|---|---|---|
| Awareness | CTV, YouTube, display, streaming audio | Always-on brand visibility through the season |
| Conversion | Meta (Facebook and Instagram) | Campaigns targeting high-intent fans, aimed at ticket purchases |
| Optimization | Creative testing across all layers | Ongoing refinement based on cost per purchase and ROAS |
The goal wasn’t just to sell tickets—it was to understand what actually sold them, then scale it.
What We Learned and Leveraged
Static Outperformed on Conversions
Static ads consistently delivered the lowest cost per purchase and highest ROAS. Once we saw this pattern early in the season, we made them the core of the campaign—especially for direct ticket promotions.
Video Brought the Energy
While static drove sales, video boosted engagement, especially around theme nights and key matchups. Fans responded to the emotion, energy, and game-day vibe that video delivered.
By mid-season, we adopted a hybrid strategy: static for conversions, video for storytelling.
Urgency Matters
Holiday games and playoff matchups generated the strongest results at the lowest cost. Their built-in urgency paired perfectly with targeted campaigns, making them the most efficient opportunities to convert.
Demand Shifted Over Time
Early- and mid-season games were more efficient overall. As the season progressed, later games required stronger offers or incentives to maintain performance—an insight we used to fine-tune both creative and budget allocation in real time.
How New Path Digital Used Marketing Attribution to Change the Season
By connected tracking pixels to the Rockers’ CRM, this was the first season the team could see which ads drove ticket sales based on their own numbers. That visibility let New Path Digital act in real time. With attribution in place, we could:
- Spot top performers early and scale them quickly.
- Adjust creative mix mid-campaign based on CPR and ROAS.
- Prioritize high-return game dates where results were strongest.
- Optimize spend dynamically based on momentum and demand.
With every shift, results improved—and guesswork was eliminated.
Looking Ahead
With a solid foundation in place, the strategy going forward for this regional baseball team will:
- Prioritize high-demand games like holidays, theme nights, and playoffs.
- Expand use of static ads for conversions, and video for engagement.
- Run longer-term promotions to allow more optimization runway.
- Maintain an evergreen brand presence to support retargeting and sustained visibility.
Bottom Line
This campaign proved what’s possible when strategy, creative, and data come together. It wasn’t just about selling more tickets—it was about making every dollar work harder by understanding what actually drives results.
549 confirmed transactions. Over 2,000 tickets sold. And for the first time, full visibility into what worked, what didn’t, and what to do next.
