Attribution Model Optimisation Reveals True Ad Value

The Challenge

Roofglaze’s tracking had significant gaps that obscured the true value of their advertising. Most attributed revenue came from low-margin partner products, giving a misleading picture of ROAS. The real performance of campaigns driving high-margin proprietary products was invisible.

Our Approach

We rebuilt tracking from the ground up and restructured campaigns based on accurate data.

What we did:

• Robust tracking implementation including call lead attribution
• Rebuilt Google Ads account with clean, accurate conversion data
• Redesigned campaigns to prioritise proprietary products with improved bid models
• Separated partner product tracking from proprietary to show true margins

The Results

• Clean attribution revealed which campaigns genuinely drove profitable revenue
• Campaign restructure redirected budget toward high-margin proprietary products
• Call tracking captured conversions that were previously invisible, giving the bidding algorithm complete data