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“Galileo has been the key to improving our reach to our audiences 200%.”
CEO
Healthcare
THEIR STORY
Driving Growth with Galileo Attribution
A leading surrogacy brand established an innovative business model and achieved customer loyalty. Historically, the company has leveraged digital tactics—ranging from Facebook Ads and Google Ads to organic search–to drive awareness and capture leads. However, ad platforms obscured the revenue value of these tactics, making it difficult to determine the true impact of each channel.
Realizing the limitations of traditional Google Analytics and single-touch attribution models, they integrated first-party data with Galileo’s advanced multi-touch attribution. This approach provided a clearer picture of how each channel contributed to actual revenue, rather than just traffic and lead volume.
THE CHALLENGE
Lead Quality and Marketing Efficiency
Before implementing Galileo, the brand faced significant hurdles in assessing lead quality. The company relied on traditional analytics that captured only traffic data and lead volume, leading to misleading indicators about which channels were driving success.
While Facebook Ads appeared to perform well in terms of traffic and lead generation, Galileo uncovered a crucial insight: Facebook was delivering high lead volumes but at a significantly lower conversion rate. Many of these leads were unqualified, failing to convert into revenue. In contrast, Google Ads, despite a lower spend, was producing fewer leads but at a much higher revenue-generating rate. This discrepancy was previously hidden due to platform-reported data focusing solely on volume and vanity metrics (impressions, clicks, conversions, etc.).
THE SOLUTION
Cross-Channel Clarity and Data-Driven Decision-Making
By leveraging Galileo’s multi-touch attribution, Arcalea analyzed first-party customer journeys across platforms. This ensured marketing investments were evaluated based on actual revenue contribution, not just top-of-funnel metrics.
Galileo Multi-Touch Attribution:
Galileo provided a comprehensive view of customer interactions across multiple channels, allowing the brand to move away from misleading single-touch models. With clear attribution, leadership could see exactly which touchpoints contributed to revenue generation.
Economic Analytics:
The team conducted an in-depth economic efficiency analysis that measured key performance indicators such as spend, traffic, leads, conversions, revenue, customer acquisition cost, and return on ad spend (ROAS). This holistic analysis uncovered critical insights: Facebook Ads produced the largest number of leads, however, yielding the lowest return per each dollar spent, compared to Google Ads, and Google Organic which had the highest return.
Predictive Modeling:
To further empower data-driven decision-making, predictive modeling was integrated into the framework. The team simulated various spending scenarios to forecast the impact on revenue, ultimately projecting a potential revenue lift of around 35% by reallocating budgets from underperforming channels like Facebook Ads to higher-performing ones such as Google Ads and Google organic.
Visualization:
Dashboards provided stakeholders with clear, actionable insights into spend efficiency, traffic, leads, conversions, and revenue impact. Regular collaborative reviews ensured transparency and allowed for continuous model refinement, making it possible for the brand to dynamically adjust their marketing strategies to drive sustainable growth.
Results
Optimized Spend, Higher Revenue and Market Leadership
Arcalea's Galileo attribution platform transformed how the brand evaluated marketing performance, shifting the focus from lead volume to actual revenue impact. This strategic shift led to:
With a clearer understanding of lead quality, the brand is empowered to allocate spend from Facebook to Google Ads and organic search, leading to a projected 47% increase in revenue.
By identifying organic search as a high-performing channel with strong ROAS, the company is empowered to develop strategies to expand organic traffic at a lower cost.
Using advanced attribution and predictive modeling, the brand is poised to increase Revenue 35%. By leveraging multi-touch attribution and predictive modeling, the company can continuously optimize marketing spend and maximize ROI.
Market Leadership
Empowered by Galileo’s advanced attribution and analytics, the brand has taken control of its marketing strategy with data-driven precision. Leadership now has the insights and tools necessary to make informed decisions, optimize resource allocation, and sustain long-term growth in an evolving digital landscape.
- 6.8 Organic ROAS
- 35% Potential Revenue
