Case Study: TOMS cuts CPL by 50% with Billy Grace

How TOMS Cut CPL by 50% and Gained Full-Funnel Insights using Billy Grace

TOMS, a footwear and lifestyle brand, faced a lack of clarity in its marketing performance across European markets. Using GA4 led to fragmented and untrustworthy modeled data, causing an over-reliance on last-click dashboards and making strategic decisions difficult. This challenge was addressed by implementing the analytics platform from Billy Grace.

Billy Grace replaced GA4 as the core analytics platform, providing TOMS with a single, unified view of performance. The solution delivered full-funnel attribution insights, which revealed the true impact of upper-funnel campaigns and enabled smarter budget allocation. As a result, TOMS cut its cost per lead by 50%, saved over 8 hours weekly on reporting, and gained the confidence to scale its branding campaigns effectively.

TOMS

Leticia Pérez Muñoz

E-commerce Manager EMEA