Google Case Studies HelloFresh delivers 10% more conversions and reduces cost per acquisition with Google Attribution

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	HelloFresh delivers 10% more conversions and reduces cost per acquisition with Google Attribution Google

HelloFresh delivers 10% more conversions and reduces cost per acquisition with Google Attribution

Google

Technology Category	Analytics & Modeling - Predictive Analytics Analytics & Modeling - Real Time Analytics
Applicable Industries	Food & Beverage
Applicable Functions	Sales & Marketing
Use Cases	Demand Planning & Forecasting Predictive Replenishment
Services	Data Science Services
Challenge	HelloFresh, a meal kit delivery company, was looking to grow its customer base in the American and European markets. To achieve this, they needed to gain a better understanding of the entire customer journey and optimize their bids, budgets, and keywords. They wanted to evaluate all digital marketing interactions based on their actual impact on conversions and increase channel effectiveness and efficiency. The challenge was to understand the whole path, not just evaluate the final click. They needed a solution that could measure the customer journey across devices and channels, from banner advertising on price search engines to online video platforms. Read More
About Customer	HelloFresh is a company that delivers meal kits with carefully selected ingredients to home cooks. The concept is catching on in both the American and European markets, and HelloFresh wants to continue to grow by winning new customers. The company is headquartered in Berlin, Germany and operates in North America and Europe. They aim to gain a better understanding of the entire customer journey and evaluate all digital marketing interactions based on their actual impact on conversions. They also aim to increase channel effectiveness and efficiency. Read More
Solution	HelloFresh adopted Google Attribution to gain a better understanding of the entire customer journey and optimize its bids, budgets, and keywords. Google Attribution can measure the customer journey across devices and channels — from banner advertising on price search engines to online video platforms. They accomplished this without additional tagging because Google Attribution combines data from AdWords and Google Analytics. HelloFresh was able to easily switch to data-driven attribution. In contrast to a last-click model, a data-driven model uses machine learning to determine the impact of each step on the final conversion – from the first click to the last click. With Google Attribution, HelloFresh was able to implement a fully automated bidding integration with AdWords with just a few clicks. Read More Log in to view content
Contents

Technology Category

Analytics & Modeling - Predictive Analytics

Analytics & Modeling - Real Time Analytics

Applicable Industries

Food & Beverage

Applicable Functions

Sales & Marketing

Use Cases

Demand Planning & Forecasting

Predictive Replenishment

Services

Data Science Services

Challenge

HelloFresh, a meal kit delivery company, was looking to grow its customer base in the American and European markets. To achieve this, they needed to gain a better understanding of the entire customer journey and optimize their bids, budgets, and keywords. They wanted to evaluate all digital marketing interactions based on their actual impact on conversions and increase channel effectiveness and efficiency. The challenge was to understand the whole path, not just evaluate the final click. They needed a solution that could measure the customer journey across devices and channels, from banner advertising on price search engines to online video platforms.

About Customer

HelloFresh is a company that delivers meal kits with carefully selected ingredients to home cooks. The concept is catching on in both the American and European markets, and HelloFresh wants to continue to grow by winning new customers. The company is headquartered in Berlin, Germany and operates in North America and Europe. They aim to gain a better understanding of the entire customer journey and evaluate all digital marketing interactions based on their actual impact on conversions. They also aim to increase channel effectiveness and efficiency.

Solution

HelloFresh adopted Google Attribution to gain a better understanding of the entire customer journey and optimize its bids, budgets, and keywords. Google Attribution can measure the customer journey across devices and channels — from banner advertising on price search engines to online video platforms. They accomplished this without additional tagging because Google Attribution combines data from AdWords and Google Analytics. HelloFresh was able to easily switch to data-driven attribution. In contrast to a last-click model, a data-driven model uses machine learning to determine the impact of each step on the final conversion – from the first click to the last click. With Google Attribution, HelloFresh was able to implement a fully automated bidding integration with AdWords with just a few clicks.

Impact #1	HelloFresh was able to easily switch to data-driven attribution.
Impact #2	In day-to-day work, Google Attribution made marketing operations more efficient.
Impact #3	HelloFresh was able to identify cross-channel effects faster and give better feedback to the different departments.

Impact #1

HelloFresh was able to easily switch to data-driven attribution.

Impact #2

In day-to-day work, Google Attribution made marketing operations more efficient.

Impact #3

HelloFresh was able to identify cross-channel effects faster and give better feedback to the different departments.

Benefit #1	10% more overall conversions
Benefit #2	6% decrease in overall cost per acquisition (CPA)
Benefit #3	18% more conversion paths were influenced by upper-funnel keywords

Benefit #1

10% more overall conversions

Benefit #2

6% decrease in overall cost per acquisition (CPA)

Benefit #3

18% more conversion paths were influenced by upper-funnel keywords

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Overview

HelloFresh delivers 10% more conversions and reduces cost per acquisition with Google Attribution

Operational Impact

Quantitative Benefit