Challenges

  • Discover how onsite actions correlate to conversions
  • Allow for multiple conversion sources to by pulled into one platform
  • Optimize the path-to-conversion

Solutions

  • Placed Kenshoo pixel on site to bring in richer path-to-conversion data
  • Implemented Bid to Custom Metrics policy to drive conversions

Results

  • Uncovered client-side data issues by comparing to more accurate, Kenshoo path-to-conversion data
  • Discovered that higher funnel search terms are being undervalued using last-click optimization
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