Case Study: Confused.com achieves 28% more paid search conversions and 5x display growth with Google Attribution 360

Confused.Com Drives Search Improvements and Captures New Opportunities With Google Attribution 360

Confused.com, the UK-based comparison site that helps drivers save on car insurance and related services, needed a better way to understand the customer journey and improve marketing efficiency. Using Google Attribution 360, the team moved beyond last-click reporting to evaluate the true contribution of paid search and display across channels, while also identifying where spending was being misallocated.

Google Attribution 360 provided data-driven, fractional credit for each touchpoint, enabling Confused.com to optimize keywords, reallocate budget, and prove the value of display advertising. As a result, paid search conversions increased by 28% at a lower CPA, and display spend was confidently scaled by 5x in the first year while maintaining ROI.

Confused.com

Ian Cantlay

Performance Marketing Manager