Case Study: Escapia achieves 23% more attributed conversions with Google Analytics Solutions

Data Driven Attribution unlocks additional conversions by finetuning generic paid search spend

Escapia, the vacation rental marketplace behind HomeAway, needed a better way to understand how paid search and display were influencing inquiries, since last-click attribution was not showing the full conversion path. They worked with Google Analytics Solutions and Google Analytics Premium to fine-tune marketing spend on generic and brand search keywords.

Google Analytics Solutions implemented Data-Driven Attribution in Google Analytics Premium and used model comparison and reattributed CPA data to guide budgeting and bidding decisions. As a result, Escapia fine-tuned 20 keywords and saw a 23% increase in attributed conversions for those keywords after the changes, with a USD 6,000 test budget helping improve spend effectiveness.

Escapia

Mike Osborn

Senior Vice President Global Marketing, HomeAway