From uncertain attribution to confident cross-channel growth
.png)
"The ad channels were taking credit for more sales than actually existed. Once we had one source of truth, we could finally trust the numbers."
Juno Records had strong platform-reported performance across all channels, but actual company revenue growth was stagnant.
Our goal was to make meaningful changes to actually scale actual revenue and increase new customer acquisition, but first we needed confidence in what would drive incremental revenue.
Through our MAPS framework, we rebuilt measurement, implemented multi-touch attribution, and uncovered scalable growth opportunities that had previously been hidden.
M
Measure
We audited account structure, tracking, attribution, and the current reporting set-up. We spotted and fixed a double-counting tracking issue, and established the need for an independent MTA tool (Multi-Touch Attribution) to provide an accurate measure of performance. The account also needed a restructure, but that would come later.
A
Attribute
We implemented the MTA tool, creating an independent single source of truth to make smarter decisions. Budgets and optimisations were made using this tool, with adjustments often counter-intuitive to the previous in-platform numbers. We trusted it to lead to real-term revenue improvements and the results were immediate.
P
Prove
With attribution sorted and the restructure in place, we could validate what works. There had been low confidence in Meta Ads, but we proved incremental revenue and that it was a key driver of new customer acquisition.
Further improvements were made to Google and Microsoft Ads, which led to a significant uplift in actual company revenue.
S
Scale
Within the first 60 days, paid media revenue increased by 12% - without increasing spend - during an off-peak period where organic and direct revenue declined by 3%.We then had full buy-in from Juno to increase the paid media budget and scale revenue.
The following month we increased spend by 22%, with paid media revenue increasing by 35% year on year, and a greater density of new customers.