Case Study: Avvo uncovers consumer demand and optimizes ad pricing with Google Analytics Solutions

Google Analytics 360 empowers Avvo to make better product decisions

Avvo is an online legal marketplace connecting consumers with lawyers and lawyers with client leads. The company struggled to prove the value of sponsored listings because ad pricing was based on intuition rather than measurable customer behavior, and it lacked visibility into impressions, clicks and demand by region and legal specialty.

Working with Analytics Pros, Avvo implemented Google Tag Manager 360, event tracking and data import in Google Analytics 360 to capture impressions, ad clicks, CTRs and to map URLs to region and specialty. The data allowed Avvo to segment demand accurately, revise ad pricing by region and product category, correlate site traffic with ad performance, and make better product and revenue decisions using unsampled, joinable reports.

Avvo

Sendi Widjaja

Co-Founder and Chief Technology Officer