Longer customer journeys deliver 45% CPA reduction for Western Union 

The Client

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.

The Challenge

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.

The Solution

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.

• Campaigns with Corvidae data consistently outperformed last-touch by approximately 45%

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.