Case Study: American Ghost Walks achieves a 207% ROAS improvement with CausalFunnel

How CausalFunnel Led To A 207% ROAS Improvement For American Ghost Walks

American Ghost Walks, a tour company offering haunted historical walks, faced a significant challenge scaling their paid search efforts. Their previous booking platform, Tripworks, operated on a separate domain, which broke conversion tracking and prevented them from linking Google Ads clicks to actual bookings. This blind spot made it impossible to optimize their tourism marketing campaigns. They turned to CausalFunnel for an AI-driven attribution solution to resolve this critical data gap.

CausalFunnel engineered a technical solution that captured the Google Click ID (GCLID) when a user landed on the site and maintained it through the redirect to Tripworks. They then built a system that used Tripworks' webhooks to send real-time booking data back to their database. This allowed CausalFunnel to attribute sales to specific ads and push the verified conversion data, including transaction value, back into Google Ads via its Offline Conversion API. This reconnected ad spend to revenue, enabling data-driven optimizations that led to a 207% improvement in Return On Ad Spend (ROAS) for American Ghost Walks.

American Ghost Walks