How an Indian eCommerce Giant Increased Revenue from Paid Campaigns by 26% owing to Data Driven Attribution with Tatvic & Google Analytics 360
Client Domain: eCommerce
About the company: A Fashion eCommerce Giant in India
Monthly Active Users: 3 million
Avg. Monthly Revenue: INR 1.4 billion
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Being an existing GA360 customer, this client was investing based on the outcomes of the Last Non-Direct Click model. But, they did not see significant increase in the revenue from the paid marketing campaigns. Knowing the fact that some campaigns can be good at driving direct conversions while others can be good at acquiring users or generating brand awareness, it was concluded that the Last Non-Direct Click attribution model can not be solely used for measuring the performance of the paid campaigns.
- Increase in Revenue from Paid Campaigns: 26%
- Increase in Monthly Overall Revenue: 9%
The client analyzed the conversion attributions from the two different models for the campaigns. The ROI from both the models on a campaign was considered to decide on the future investments.
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