2014 Infinity Award Entry: Covario

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