Case Study: Leading Restaurant Chain achieves a 53% conversion lift with Goodway Group

Additional media channel touchpoints generated a 53% conversion rate lift for a leading restaurant chain

Leading Restaurant Chain partnered with Goodway Group to move beyond last-click attribution and better understand how its media channels influenced engagement and conversions. Relying heavily on Paid Search, the customer needed clearer insight into whether adding other channels to its media mix could improve performance, so Goodway Group used a test-and-learn approach supported by analytics, measurement, and cross-channel strategy.

Goodway Group implemented a cross-channel measurement solution that tied programmatic media exposures to Paid Search clicks at the user level, allowing the team to assess each channel’s influence across the customer journey. The analysis showed that adding programmatic drove a 53% lift in conversion rates, 48% of SEM converters were first exposed to programmatic, and users exposed to display before search were 1.5x more likely to convert.