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E-commerce Nexus Retail

Nexus Retail: 156% ROAS Improvement Through Attribution Transformation

Challenge
No attribution model, wasted ad spend, couldn't measure marketing effectiveness
Solution
GA4 + Segment + custom attribution model
Results
156% ROAS improvement, $2.3M additional revenue, 40% reduction in wasted ad spend

The Challenge

Nexus Retail, a fast-growing e-commerce company with $50M+ annual revenue, was flying blind when it came to marketing attribution. They were spending millions on ads but couldn't answer basic questions:

  • Which channels drive the most revenue?
  • What's the true ROI of our Facebook ads?
  • Are we wasting money on underperforming campaigns?
  • How do different touchpoints work together?

The Problem:

  • Last-click attribution only (ignoring the full customer journey)
  • No visibility into multi-touch attribution
  • Wasted ad spend on channels that looked good but didn't convert
  • Marketing team couldn't optimize campaigns effectively
  • CFO questioning marketing ROI

The Solution

We built a comprehensive attribution and analytics platform:

Phase 1: Data Collection (Weeks 1-3)

  • Implemented GA4 with enhanced e-commerce tracking
  • Set up Segment for unified customer data collection
  • Connected all marketing channels (Facebook, Google Ads, TikTok, email, etc.)
  • Established data quality monitoring

Phase 2: Attribution Model (Weeks 4-6)

  • Built custom multi-touch attribution model
  • Analyzed customer journeys across 7+ touchpoints
  • Identified true conversion paths (not just last click)
  • Created attribution dashboards for each channel

Phase 3: Optimization (Weeks 7-10)

  • Provided actionable insights to marketing team
  • Reallocated budget from underperforming to high-ROI channels
  • Implemented automated reporting for ongoing optimization

The Results

Revenue Impact

  • 156% improvement in ROAS (Return on Ad Spend)
  • $2.3M additional revenue in first 6 months
  • 40% reduction in wasted ad spend

Attribution Insights

  • Discovered that email campaigns were undervalued (last-click only showed 5% of true impact)
  • Found that TikTok ads had better long-term value than Facebook
  • Identified that customers who engage with 3+ touchpoints convert 4x better

Marketing Efficiency

  • Marketing team can now optimize campaigns in real-time
  • Clear visibility into which channels drive revenue
  • Data-driven budget allocation decisions

Technical Stack

  • Analytics: Google Analytics 4
  • Customer Data Platform: Segment
  • Attribution: Custom multi-touch model
  • Data Warehouse: BigQuery
  • Visualization: Looker Studio

What Our Client Said

"We were spending millions on ads but had no idea what was actually working. Logizly gave us the visibility we needed to make data-driven decisions. The $2.3M in additional revenue speaks for itself."

— Michael Rodriguez, CMO, Nexus Retail

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