Case Study: a multi-location entertainment and retail brand achieves 3.3x more revenue than reported with Silverback Strategies

a multi-location entertainment and retail brand drives 3.3x more revenue with Silverback Strategies

Silverback Strategies worked with a multi-location entertainment and retail brand that was testing Google Demand Gen but found its platform-reported cost per purchase was above target. The vendor hypothesized that click-based attribution was under-reporting the channel's true value, creating a risk of scaling back a potentially effective channel.

Silverback implemented an incrementality test, comparing revenue lift in test markets against control markets. This proved Demand Gen was driving 328% more revenue than reported, confirming it was actually below the target cost per purchase. This finding gave the brand the confidence to increase investment and scale a verified incremental revenue channel.