Case Study: FC St. Pauli improves marketing budget allocation with Adtriba

Optimizing Marketing Budget Allocation with Adtriba

FC St. Pauli, the German football club, was preparing a campaign for its new self-produced merchandise collection and needed a better way to understand which marketing channels really drove conversions. The club had been using last-click attribution, but with a mix of SEO, social media, and a large newsletter audience, it was unclear how much influence the newsletter actually had on sales.

Adtriba implemented multi-touch attribution and machine learning-based measurement to analyze FC St. Pauli’s customer journeys and marketing performance in a transparent dashboard with daily updates. The results showed the newsletter had a much stronger impact than last-click models suggested, allowing FC St. Pauli to shift budget away from larger platforms like Google and Facebook toward its own newsletter channel, with high double-digit open rates and a successful campaign confirmed by strong order and sales performance.

FC St. Pauli