Case Study: American Precious Metals Exchange (APMEX) doubles new user revenue with Google Analytics Solutions

Google Analytics 360 helps APMEX increase email conversion rates by 62%

APMEX, one of the nation’s largest precious‑metals retailers, aims to deliver a concierge‑level online experience despite limited marketing resources. The team needed to capture conversions from educational pages (like metal price lookups), personalize offers for different customer segments, and scale improvements across the site.

Working with E‑Nor, APMEX used Google Optimize 360 to run targeted experiments—showing limited‑time offers to new users checking silver prices and surfacing previously viewed items to VIPs and abandoned‑cart audiences. The tests doubled revenue per session for the new‑user offer (median +112%), increased new‑customer acquisition by 9%, doubled conversions for targeted Silver Buffalo audiences, and lifted site conversion rates by 24%, with successful variations scaled sitewide.

American Precious Metals Exchange

Andy Mueller

Web Analyst