Croud wanted to show online payment specialist Paysafe the true value and ROI of each marketing channel, with a particular focus on programmatic display.
The Croud Difference
The Croud team extracted session path data from GA360 to invalidate impressions or touchpoints at the start of long paths. Different combinations of valid path length and different durations of lookback windows were explored, providing a far better understanding of how display was assisting conversion.
Croud found anything greater than the chain length of 5 interactions led to an increase in ‘invalid’ conversions. By removing these and creating a new standard in reporting assisted conversion for display, Croud were able to demonstrate the true value of display to the business.