Case Study: Coupa (business spend platform) achieves 8.7x first-touch revenue ROI with RollWorks

How Coupa won 8.7x ROI on first-touch revenue

Coupa, a cloud platform for business spend, was struggling with low website engagement and under 2% conversion rates — few repeat visitors and difficulty re-engaging two key personas (procurement and finance). To address this, the Coupa marketing team turned to the RollWorks Account-Based Platform for website retargeting and audience matching powered by machine learning.

RollWorks implemented smart, segmented retargeting based on pages visited (procurement visitors saw a strategy report, invoicing visitors saw CFO-focused content, and users who viewed 3+ pages were served demo-request ads), plus RollWorks Measurement Solution for view-through conversion insights. The campaign drove measurable impact: in one quarter Coupa saw a 15% increase in click-through rate, a 2.5x increase in conversions and a 54% drop in cost per acquisition; over 22 months RollWorks delivered 8.7x ROI on first-touch revenue and 7.3x ROI on multi-touch revenue.

Coupa

Erin Triman

Senior Digital Marketing Manager