Case Study: MaassMedia achieves 10% increase in display leads while keeping cost per lead flat with Google Analytics Solutions

Display leads increase 10% while cost per lead remains flat thanks to Data-Driven Attribution

A large telecommunications company’s B2B marketing team, responsible for driving SMB leads, needed to understand how display advertising worked with search, email and affiliates to generate leads. Last-click and view-through metrics were masking display’s true contribution, so the team sought a measurement approach that would properly credit display touch points and inform budget and optimization decisions.

Working with MaassMedia and Google Analytics Premium they built a custom Data‑Driven Attribution model to assign credit across the customer journey and recalculate CPLs. The model showed some placements were undervalued by 58%, display-driven leads rose 10% while cost per lead remained flat, optimized placements doubled conversion rates, and the team gained confidence to scale display spend based on data.

MaassMedia

Aaron Maass

CEO, MaassMedia