CASE STUDY

How an Indian eCommerce Giant Increased Revenue from Paid Campaigns by 26% owing to Data Driven Attribution with Tatvic & Google Analytics 360

Client Background

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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Challenge

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.

Approach to Solution

Team Tatvic worked on deriving Data-Driven Attribution model (a GA360-only feature) in addition to the default Last Non-Direct Click model to measure the performance of the campaigns. The Data-Driven Attribution model considers the occurrence of multiple campaigns in the conversion path and the attribution to a specific campaign is based on the position of the campaign in the path.

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Results

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.