Case Study: TechSmith achieves 19% increase in Display-attributed conversions with Google Analytics Solutions

TechSmith explores Data-Driven Attribution to uncover Display impact and opportunities

TechSmith, an Okemos, Michigan–based maker of screen-capture and recording tools like Snagit and Camtasia, relied heavily on online advertising to find new customers. They believed Display was driving conversions but found Last Interaction attribution understates Display’s role and wanted a more accurate way to measure its impact across the conversion path.

TechSmith implemented Google Analytics Premium’s Data‑Driven Attribution to reassign credit, inform bidding and budget decisions, and compare performance directly with Last Interaction. The change revealed more Display value—ultimately a 19% increase in Display‑attributed conversions after a 24% rise in spend (with Display CPA remaining below non‑brand paid search), plus campaign-level lifts versus Last Interaction—helping them scale Display more confidently.

TechSmith

Nicole Remington

Search Marketing Manager, TechSmith Corporation