Case Study: Green Building Supply achieves 137% revenue growth through accurate marketing attribution with Snowplow

How Green Building Supply Built An Attribution Model That Helped Boost Revenue By 137% And Increase New Customers From Ads By 13x

Green Building Supply, a niche retailer of sustainable building products, faced a long, multi‑channel sales cycle (30–90 days) and couldn’t connect low‑value sample orders to later high‑value purchases. Relying on Google Analytics left large attribution gaps across devices and phone vs. online touchpoints, so GBS engaged digital agency Big Tree and tapped Snowplow (Snowplow Insights / Snowplow event‑level data) to get a fuller view of the customer journey.

Big Tree used Snowplow event‑level data combined with Netsuite, Google Ads and Call Tracking Metrics to stitch users’ sample requests to eventual purchases and build true end‑to‑end attribution. With Snowplow powering the insight, GBS quadrupled ad spend and saw +137% revenue, a 13x increase in new customers from ads, +106% conversion rate, paid revenue rise from 5% to 28% (≈1400% paid revenue growth), and set sales records five months in a row—justifying an 8x increase in ad spend.

Green Building Supply

Aaron Hirshberg

COO