Marketing Intelligence
Optimizing Multi-Channel Attribution for a Global D2C Brand
-15%
Drop in CAC
+22%
Revenue Lift
The Problem
The client was spending over $100k/mo across Facebook, Google, and TikTok, but their blended CAC was rising. They were relying on platform-reported ROAS, which was massively double-counting conversions.
The Approach
Implemented a custom Markow Chain attribution model using their first-party data in BigQuery to understand the true incrementality of upper-funnel video ads.
The Result
We identified that TikTok was undervalued by 40% in standard last-click models. Reallocating budget reduced overall CAC by 15% and increased monthly revenue by 22%.
Get Started
Let the data tell you
something useful.
Most businesses are sitting on enough data to make significantly better decisions. The question is whether anyone has looked at it properly. Let's find out.