Case Study: NRC achieves 37% more subscriptions with Billy Grace

Smarter attribution, stronger results: NRC’s 37% growth story

NRC, a prominent Dutch news organization, faced challenges in accurately measuring its marketing performance. Relying on Google Analytics 4 (GA4) led to a last-click attribution model that undervalued upper-funnel channels like TikTok and Reddit, causing them to be underfunded or cut. This limited NRC's ability to justify spending on channels essential for long-term growth and hindered overall marketing efficiency. To address this, they partnered with the vendor Billy Grace.

Billy Grace implemented its multi-touch attribution and view-through tracking to replace the last-click model. This provided NRC with near real-time, cross-channel insights into the entire customer journey. As a result, NRC achieved a 37% increase in subscriptions from paid channels while maintaining its target cost per acquisition. The team was able to confidently reinvest in and optimize platforms like Facebook and TikTok, leading to a stronger ROI and more efficient budget allocation.

NRC

Nikki Duijkers

Digital Marketeer