Case Study: Lenovo achieves accurate cross-channel attribution and increased sales with Google Analytics Solutions

Google Attribution 360 uncovers new opportunities to drive success and sales

Lenovo, the world’s #1 PC maker serving customers in 160+ countries, faced fragmented, rules-based marketing measurement that let channels claim overlapping credit and inflated last-click results, making it impossible to see which investments truly drove sales or how to encourage repeat purchases across devices.

By implementing Google Attribution 360 and combining website analytics with ad-server data, Lenovo reattributed conversions across channels and uncovered that 75% of online revenue follows multi-touch paths, 48% of engagement is cross-channel, comparison-shopping engines deliver 20% higher ROAS than the next best channel, and branded display drives 5% of online revenue—insights that improved budget allocation, informed global rollout plans, and will guide inclusion of in-store data.

Lenovo

Lewis Broadnax

Executive Director Web Sales & Marketing