Gift Universe Cut CPA by 31% With Corvidae

Building From the Ground Up

Corvidae Case Study Featured Gift Universe

Planning to Scale

The Client

Gift Universe are a leading British gift and gadget company who own stores such as Menkind, Prezzybox and The Source.

Founded in 2002, the brand has grown since its formation, now operating retail stores, ecommerce channels and wholesale distribution to other retailers.

Gift Universe spends over £1.3 million in advertising across their brands, and historically have relied on a combination of GA's data-driven model and Google Ads for their attribution. Expecting to see significant growth, Gift Universe were keen to gain visibility over their customers’ complete journey to conversion with Corvidae.

Corvidae Case Study Gift Universe - Customers

Over the past few years, one of our biggest challenges digitally has been attribution and understanding how much each channel genuinely contributes.
Since working with Corvidae, we have had much greater visibility of customer journeys and converting touch points.
This has led to impressive reductions to CPAs across our paid marketing, more efficient allocation of spend and a revamp of our affiliate programme to move our spend into those genuinely contributing to the business.
— Tom Phillips: Performance Marketing Manager @ Gift Universe

Challenged by Rising CPAs

The Challenge

Gift Universe sought to fight back against rising CPAs and gain a better understanding of the paths their customers took to convert.

With a desire to gain oversight and analysis of the impact of their affiliate journeys and their subsequent value, Gift Universe needed to be able to trust that their attribution was representative of the truth in order to enable their ambitions to expand the brand.

The Solution

After deploying Corvidae and beginning to test the performance of the solution, Corvidae attributed:

40% longer customer paths for Menkind
24% longer customer paths for Prezzybox

This extended journey gave Gift Universe more data from which to gain further insights and get a better understanding of their customers.

Our attribution process uncovered that Google was under-reporting the impact of both paid and organic search, whilst overstating the amount of traffic from cross-network.

The Corvidae team then proceeded to deploy A/B tests of optimised campaigns using Corvidae data versus the campaigns that are currently running.

Use AI Journeys to Attribute True Value

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.

Feed AdTech True Customer Journeys

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.

Efficiency & Growth - Across the Board

The Impact

Upon analysing the outcome of the A/B split tests for paid campaigns, Corvidae outperformed the original campaigns by an average margin of 55% and secured an average CPA reduction of 31%. Across the board, Corvidae outperformed Google in terms of ROAS, with the average increase being 43%.

In addition, the longer customer journey data Gift Universe received from deploying Corvidae, enabled them to gain a complete picture of their customer journey, and the team are now able to enact planned future expansion, knowing their attribution needs are fully taken care of.

31%

CPA

+55%

Conversions

ROAS

+43%

Share This Case Study & Reach Out

Why not share our success by passing on this case study to just one person in your business? And get in touch to see what Corvidae could do for you today!

Corvidae Case Study: Gift Universe

Ready to try attribution the Corvidae way?

Work with your dedicated Success Manager

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.

Latest Insights

AdCP is an attempt to allow natural language ad buying

Corvidae AI & The Agentic Future

By Chris Liversidge · 20th November, 2025 · AI

Media buying is undergoing a profound transition today, as Agentic Operators are launching and presenting as viable challengers to incumbent Adtech, potentially upending the decade-long relationship between advertiser and audience platforms.

Exclusive Partnership with Easa Saleh Al Gurg Group Brings Revolutionary Cookieless Attribution Technology to UAE and Saudi Arabia

By Julie Molloy · 7th January, 2025 · Attribution

Industry-First AI-Powered Attribution to Radically Enhance Marketing Performance and Supercharge Growth

Retail attribution should be focussed on new customer acquisition.

Two models for attribution success: customer conversion and customer acquisition

By Simon Tapson · 23rd December, 2024 · AI

Corvidae has worked to create two data-driven AI models to help optimise advertising efforts for both acquisition and conversion.