Case Study: HelloFresh achieves 10% more conversions and 6% lower CPA with Google Analytics Solutions

HelloFresh delivers 10% more conversions and reduces cost per acquisition with Google Attribution

HelloFresh, a global meal-kit delivery service, needed a clearer view of how customers convert across devices and channels so it could win new customers and scale efficiently. The team wanted to move beyond last-click measurement to understand the full cross-device customer journey and optimize bids, budgets and keywords accordingly.

By adopting Google Attribution and switching to data-driven attribution—integrating AdWords and Google Analytics and enabling automated bidding—HelloFresh gained cross-channel, cross-device insights and adjusted its keyword portfolio and bids. The change drove a 10% rise in overall conversions, a 6% drop in cost per acquisition, an 18% increase in conversion paths influenced by upper-funnel keywords, and a 45% above-average lift in AdWords’ influence on organic search.

HelloFresh

Karl Villanueva

Head of Paid Search and Display