Improving Budget Efficiency Beyond Last-Click Attribution Through Lift Mentality Testing
50% Heavy-Up Test Leads Brand to Shift Budget to Successful Google Shopping Campaigns
An international ecommerce marketplace that works with Adlucent manages 16-20M products on their platform. They were using last-click attribution for tracking, and the Adlucent team determined that they may be missing out on attributing incremental revenue with their existing model.
Working with Adlucent, the ecommerce marketplace wanted to test whether increasing ad spend on Google Shopping would result in incremental top-line revenue that was not being tracked within their cookie-based, last-click attribution model and therefore pinpoint possible improvements in their Google Shopping marketing program.
How Adlucent Helped
Adlucent implemented our Lift Mentality tool to measure the incremental lift of the expanded shopping program. Using the company’s first-party data, we built a custom model that split U.S. locations based on similar historical performance. We implemented a 50% heavy-up test over a 6-week period and measured the resulting offline revenue lift using a geo-based regression method.
By spending 3x more in the experiment geos vs. control geos, a 3x incremental lift in top-line revenue was observed versus last-click attribution. This demonstrated that Google Shopping drives more revenue than is being attributed via last-click attribution.
Since Google Shopping drove more revenue than previously attributed, budget investment increased for Q3 and Q4. The results prompted the client to test all facets of paid media to understand what is driving value truly.