29. 8. 2024
How cashback firm, Plna Penezenka, doubled ROAS and generated 4X more activated users
The challenge: Plna Penezenka operates in partnership with online stores, who pay the business a commission for every completed transaction. Some of this money is returned to users in the form of cashback, and the rest is kept as revenue. Looking ahead, the business needed a new conversion attribution model for its range of marketing channels, including organic and paid search, social, email and SMS – some of which offer limited potential for direct audience data collection.
The approach:
After defining key metrics, the team used Google Analytics 4 (GA4) events exported to BigQuery to observe on-site user behaviour. Universal custom events in Google Cloud Platform also helped measure marketing efforts and results – especially from 3P platforms. This allowed them to create universal marketing sessions, attribute costs, and calculate multi-touch attribution for each marketing channel.
Partnering with Optimics
Optimics are experts in the field of digital enterprise analytics, AdTech platforms, marketing automation, attribution, data privacy, cloud usage for marketing purposes, data visualisation.
The results
Thanks to the new approach, Plna Penezenka’s marketing team can now evaluate the CPA and ROAS of any marketing campaigns – on paid search, email, SMS and social media platforms. So far, they’ve doubled their ROAS, reduced their cost per activated user by 77%, and generated 4X more activated users than before.
4x
More activated
users*
2x
More ROAS *
77%
Lower cost per
activated user*
We will be now putting our focus on retention – after we adjust our new approach to certain metrics, this model will help us a lot!”
“ The revenue metric value on reporting definitely meets our expectations. We went over the report in detail, and we really like it.”
*Results achieved during the campaign period January to April 2023.
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