Case Study: Trupanion achieves 5X conversion rate by optimizing paid ad spend with PathFactory

How Trupanion Multiplied Conversion Rate 5X By Optimizing Channel Spend

Trupanion, a pet medical insurance provider, faced an inability to measure which paid media vendors were driving pipeline and revenue—campaigns paid per impression only produced clicks and form fills, and ads linked to single assets with no clear next step. To address this, Trupanion partnered with PathFactory and used PathFactory’s Content Track/content consumption data to get deeper insight into engagement quality.

PathFactory routed ad clicks into bingeable Content Tracks and surfaced content consumption insights that revealed one vendor delivered far higher-quality engagement than another, letting Trupanion divest from underperforming vendors and reallocate spend. With PathFactory’s solution, Trupanion saw a 29 percentage-point increase in content bingers, a 9.4x increase in average session time, and a 5x increase in conversion rate.

Trupanion

Sidney Waterfall

Head Of Veterinary Marketing & Development