70x revenue on every unit spent on marketing

Introduction

EcoFamily’s goal was to use online marketing to grow the number of shoppers coming into its physical stores, while also increasing its online orders.

They set themselves an important milestone: by the end of 2021 they wanted to reach HUF 1 billion in revenue while hitting the performance targets set for their physical stores. The partnership began in early 2021, on the recommendation of an existing client.

Challenge

When we took over the ad accounts, the basic e-commerce measurement was not set up properly, among other things, the conversions tied to PPC spend were not being fully tracked. As a first step we therefore had to put right the measurement settings for Google Analytics Enhanced E-commerce, and then the Facebook Pixel.

The pandemic that broke out in 2020 put them in front of a similar challenge to other e-commerce players: they had to serve changed consumer needs in an extremely competitive market.

Solution

Measurement was a decisive question: we had to see which brands users preferred in the online store and which products they bought most. The full channel mix and continuous campaign optimisation were built on this.

Thanks to the active online presence, the number of orders rose significantly even in cities where EcoFamily has no physical store.

Channels and tools

Summary

Once measurement was restored, the full channel mix, Google, Facebook and programmatic, worked together towards the same business goal: more online orders and more in-store shoppers. The 70x revenue multiple on ad spend is the result of this coordinated operation.