Corvidae data provided 2-3X the length of attributed customer journeys in comparison to GA, and was seamlessly integrated into Western Union’s existing Google Ads account via the Google Ads API
Building Customer Journeys for Profit
Removing Last Touch Dependency
Western Union is a leading American multinational financial services corporation.
With a primary focus on encouraging account sign-ups and app downloads, Western Union’s digital marketing team faced the challenge of stagnating signups and a cost per registration which kept creeping up.
The team were struggling to attribute web to mobile engagement and knew that cookies and last-touch attribution were acting as a real blocker to understanding the true picture of their customer’s journey.
Corvidae has given us peace of mind in terms of attribution post cookie instability, whilst unlocking very impressive performance improvements and efficiencies in challenging areas.
Full customer journey visibility is invaluable for us, and with Corvidae we are confident we have a single source of truth to inform our marketing decisions.
— Patrick Eikelenboom: Global Leader, Acquisition @ Western Union
Reducing Cost Per Registration
The main challenge of this project was addressing the ever-increasing cost per registration, which was showing as a consistent pattern for many years and needed to be addressed.
The team understood the instability of cookies, and concerns around privacy, meaning they were keen to move away from relying on last-touch attribution.
Western Union needed to secure their visibility of the customer journey, and to begin to dive into attribution beyond just outsourcing it to an agency.
Automating Google Ads Auction Placements
Campaigns using our patented path-stitched Corvidae data consistently outperformed the old last-touch model when A/B split tested against each other. Boasting an impressive 45% reduction in CPA across our tests, Corvidae data immediately began to get to work, reducing Western Union’s all-important cost per registration.
Corvidae data provided 2-3X the length of attributed customer journeys in comparison to GA, and was seamlessly integrated into Western Union’s existing Google Ads account via the Google Ads API.
The Device Switch Challenge: Broken Cookies
Move away from failing cookie and id-stitched analytics, where the majority of your decisions are based on broken data.
Our AI probabilistically rebuilds cross-channel journeys using only 1st-party event stream data: no cookies!
Validate the transformational impact of accurate attribution using A/B split tests in your AdTech & benefit from automated GDPR and CCPA compliance.
Google's AI can only optimise ad placements using conversions it can see.
Corvidae's patented stitching feeds the true value of top-of-funnel touchpoints back into your AdTech.
This prevents Google from overspending on competitive bottom-of-funnel auctions and guides it to find net-new customers earlier: instantly generating incremental revenue at a lower CPA.
Delivering 45% Reduction in CPAs
Western Union’s adoption of Corvidae has yielded significant impacts on their business, with a large amount of their yearly marketing spend now leveraging Corvidae’s capabilities.
Corvidae continues to outperform Google dramatically, demonstrating the efficacy of the solution for Western Union in optimising their performance and getting the most out of their marketing budget.
In addition, the team at Western Union know that they have full visibility of the customer journey and have futureproofed their attribution practice against cookie deprecation and privacy concerns.
Path Lengths
Cost Per Registration
Cheaper CPA
Download and Share
Download our case study and share withy your colleagues - and get in touch to find out how Corvidae could rebuild your marketing performance today.
Getting started on the road to accurate attribution doesn’t have to be complicated. Our team are on-hand to make the move to a new attribution tool as easy as possible.
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