How John Jacobs increased revenue by 3x by using first click attribution model

The Challenge

With only one attribution model(Last-click) to measure full-funnel performance, they were facing challenges in scaling campaigns

Although Last-click attribution models were giving the right picture of Bottom and Mid-funnel campaigns, it wasn't giving the proper attribution to the Top of the funnel campaigns.

The Solution with EasyInsights

Full-Funnel Blending at User-Level Data: To gain a comprehensive understanding of the customer journey, we performed full-funnel blending at the user-level data. This involved collecting and analyzing data at each stage of the marketing funnel, from awareness to conversion.

Implementation

Google Display Campaign Optimization: We conducted a thorough analysis of the Google Display campaigns, identifying under performing segments and optimizing targeting parameters. By refining audience targeting and creative elements, we aimed to enhance campaign performance and reduce CAC.

Attribution Model Integration: The first-click attribution model was integrated into the analytics framework. This allowed us to allocate conversion credit to the first interaction a user had with the brand, providing a clearer picture of the impact of top-of-the-funnel campaigns.

Result

CAC Reduction on Google Display: The optimization efforts on the Google Display network led to a significant reduction in Customer Acquisition Cost. This was achieved by targeting high-performing audience segments and refining ad creatives based on user engagement patterns.