How Menkind Scaled Revenue by 143% with Corvidae AI

Removing Waste and Attributing Away from Bottom of Funnel Activity

Gift Universe brand Menkind was scaling fast, but fragmented attribution was blocking visibility into real customer journeys.

Relying on Google Analytics last-touch models, the team was over crediting bottom-of-funnel channels, under-valuing paid search, and haemorrhaging budget to affiliate fraud it couldn't see.

Corvidae changed all of that.

• Share this case study: Corvidae Case Study X Menkind - 2026

Menkind was growing, but their analytics stack was working against them.

Relying on standard Google Analytics dashboards meant customer conversion paths were inaccurate - particularly across their affiliate networks, where high-volume partners were claiming inflated sales under last-click models.

The loss of 3rd party cookies from Chrome and all other browsers was a catalyst. "That was a very big conversation and probably one of the main things that led us to Corvidae," Tom explains.

A major catalyst for seeking a new solution was the impending loss of third-party cookies and the need for a privacy-first approach.

Relying on Google Analytics and Google Ads attribution meant over-indexing on last touch data and struggling to prove the true value of upper-funnel and affiliate campaigns.

"With GA, we never really had a lot of trust in the data. The way GA handles cross-network traffic is just not really that useful. It was hard to understand where the actual sales and efficiencies were coming from," explains Tom Phillips, Senior Digital Marketing Manager at Gift Universe.

Furthermore, fragmented data was masking inefficiencies in their affiliate programme.

"We had a lot of issues with fraud, putting too much money into certain types of affiliates - we got an understanding of which affiliates drive which part of the funnel and adjusted affiliate rates based on Corvidae incrementality." Tom advised.

In the early stages of deployment, using Corvidae's Journey Explorer, the team identified anomalous affiliate activity - including an early affiliates partner generating junk click-throughs - which had gone completely undetected using GA4.

Menkind was able to safely reduce voucher and cashback affiliate commission rates to near-zero with no drop in real sales, immediately freeing budget to reinvest in proven incremental search channels.

Corvidae AI is a unified attribution and acquisition platform for performance marketers.

Its globally patented AI rebuilds customer journeys from raw, first-party eventstream data - no cookies or identifiers, fully GDPR & CCPA compliant - reconstructing journeys to be 40-50% longer than legacy ID-based systems.

Instead of relying on fragile first or third-party cookies that break across devices, Corvidae utilises a patented event stitching process developed in partnership with the University of Edinburgh AI lab which only requires a first-party pixel.

Raw first-party event streams are collected directly from the client's domain and AdTech, then Corvidae's deep learning neural networks rebuild fragmented paths to establish a single, unified customer journey - all without a single cookie or 3rd party dataset in the mix.

Acquisition, Automated by AI.

With journeys rebuilt, Corvidae feeds the true value of every touchpoint back into Google Ads. Smart Bidding then trains on complete data - not the last-click fragment - so it bids on the moments that actually create new customers, earlier and at lower cost.

Sensational results, proven.

Corvidae’s AI rebuilt Menkind’s fragmented cross-device journeys, feeding the data automatically back into Google Ads to use for bidding.

These newly rebuilt customer journeys then allow association with data driven multitouch attribution models (MTAs) for advanced attribution insight into top of funnel customer activity

And by stitching AdTech identifiers like GCLIDS or FBCLIDS, AdTech bid automation using those same attributed journeys is also possible - leading to extraordinary results.

By training Smart Bidding algorithms on complete, accurate journey data - rather than the last-click fragment Google or Meta would otherwise see - a completely new valuation of auction value allows for radical performance improvement.

Trust, all the way to the board.

With Corvidae AI feeding accurate journey data back into Google Ads, the internal dynamic at Gift Universe shifted. Marketing could finally prove exactly what their investment was delivering at the board level.

"We have a big meeting every Monday afternoon with the MD, Ecommerce Director, and senior managers.

“Everyone's very tuned into it and happy with the results." shares Tom.

"Corvidae has given people a lot more trust in my role and my team.”