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
