34%
lift in revenue attribution accuracy
The challenge
A mid-size e-commerce company was running 12 concurrent marketing campaigns with no reliable way to attribute revenue to individual channels. Last-click models were systematically over-crediting paid search and under-crediting email and organic — leading to budget decisions based on misleading signal.
Our approach
We built an impact analysis template using a sample of their campaign data in the browser workspace. The template defined the causal pathways from ad exposure to purchase, controlling for seasonality and cross-channel overlap. The team downloaded the offline application and ran the same template against their full 18-month transaction dataset — identifying true causal contribution for each channel.
The result
Revenue attribution accuracy improved by 34%. The team reallocated 22% of paid search budget to organic and email — channels the analysis identified as higher true-ROI — without any drop in total revenue. The same template now runs automatically each quarter as new data arrives.