Case Study: a leading restaurant chain achieves a 53% conversion rate lift with Goodway Group

A leading restaurant chain achieves a 53% conversion rate lift with Goodway Group

Goodway Group partnered with a leading restaurant chain that was heavily reliant on Paid Search and used last-click attribution. Unsure of the value of expanding its media mix, the client needed to better understand how multiple channels could impact customer engagement and conversion rates.

The solution involved Goodway Group implementing a cross-channel measurement and attribution analysis to evaluate the relationship between Paid Search and new programmatic channels. The results were significant: adding programmatic drove a 53% lift in conversion rates. Nearly half of all search converters were first exposed to a programmatic ad, and users who saw a programmatic ad before a search ad were 1.5 times more likely to convert. Based on these insights provided by Goodway Group, the client refined its strategy to be cross-channel and adjusted its measurement model.