Case Study: U.S. Cellular achieves accurate sales attribution and improved forecasting with Google Analytics Solutions

U.S. Cellular reveals the true impact of digital media on sales with Google Analytics 360

U.S. Cellular, the fifth-largest U.S. wireless provider, faced a major attribution problem: online marketing was driving phone activations that were being mis-credited to offline channels (in‑store and telesales), obscuring channel performance and undermining forecasting and media optimization. To fix this, the company partnered with Cardinal Path and adopted Google Analytics 360.

By integrating Analytics 360 with BigQuery and combining Analytics, internal, and external data, the team mapped end-to-end user paths and built an automated analytics framework. The effort reclassified roughly half of previously misattributed activations as digital, delivered a precise view of the customer journey, enabled accurate channel forecasting and media-mix decisions, and produced a dashboard for ongoing reporting and compensation alignment.

U.S. Cellular

Katie Birmingham

Digital & Ecommerce Analyst