Challenges
- Attribution Illusion
ROAS and attributed revenue looked strong, but platform over-attribution hid true incremental impact. - Efficiency Sensitivity
Small swings (5–10%) in CAC or MER at nine-figure scale greatly impacted profitability. - International Expansion Strain
Paid media efforts in the US, UK and Europe struggled to demonstrate clear, incremental lift. - Budget Uncertainty
Lack of robust lift testing made it impossible to roadmap growth or predict cash-flow accurately.
Solutions
Blue Sense Digital applied our three pillars of performance marketing and region-specific
incrementality testing:
- Creative Philosophy & Diversity
- Calculated each ad’s expected revenue value and “high-performer” rate
- Ramped creative volume by 120% to forecast and hit revenue targets
- Technical Account Structure
- Excluded existing customers and site visitors from all cold campaigns
- Switched to seven-day click attribution to reduce platform over-crediting
- Segmented branded vs non-branded Google keywords and limited Performance Max reliance
- Data Integrity & Assurance
- Ran GeoLift incrementality tests in Australia, the US and Spain
- Validated sales data accuracy to underpin decision-making
- Established clear incremental ROI benchmarks for each market