QVC Germany: Corvidae AI Reduces CPAs by 46%

Customer Acquisition Cost reduced by 46% for Google Ads activity by replacing cookie-based journeys with Corvidae conversion journeys.

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Corvidae Case Study - QVC
Customer Acquisition Cost reduced by 46% for Google Ads activity by replacing cookie-based journeys with Corvidae conversion journeys.

Building Value for QVC Germany

The Client

QVC Germany is a branch of QVC, a world leader in video commerce, which includes video-driven shopping across linear TV, ecommerce sites, digital streaming and social platforms. QVC has retail operations in five major countries and reaches more than 200 million homes.

QVC Germany were looking for an attribution solution to replace their existing Last Click reporting in a GDPR compliant manner. Being fully aware of the impending removal of third-party cookies, they engaged with Corvidae as a truly cookieless attribution solution.

Corvidae Case Study QVC
Kristina Neumeyer: Performance Marketing Manager @ QVC

QVC Germany’s customer journey lengths have doubled and we have been able to reattribute 34% to the right channels.

With this new view of the user path, Corvidae enabled us to directly feed the re-built journeys into Google Ads.

From this, we are seeing a 46% reduction in new customer acquisition costs and an improvement in ROAS of 89%.

It’s fair to say, working with Corvidae has been game changing for us, and we look forward to a long and fruitful relationship with the team!

— Kristina Neumeyer: Performance Marketing Manager @ QVC International

Replacing Last Touch with Single Source of Truth

The Challenge

In addition to using a Last Click attribution model, QVC Germany also used Acoustic Analytics and a custom internal reporting system - prior to transitioning to Adobe Analytics.

With multiple platforms in play, it was imperative for the team to have a single source of truth that would put an end to the ‘over-reporting’ that was taking place due to a number of siloed systems. Corvidae was able to provide that unbiased, channel agnostic view of activity right across their marketing mix.

Cookieless Measurement

The Solution

As with every Corvidae project, our first port of call was to consider the integrity of the data being used. This meant adopting a cookieless approach to collecting and ‘stitching’ together customer journey paths.

This enabled the Corvidae team to use our patented AI-led approach to rebuild QVC Germany’s analytics data. Producing anonymised customer journey paths which trebled the length of customer journeys - when compared to previous analysis.

Collect, Rebuild, Unify: The Corvidae Platform

Corvidae AI: Collect Rebuild Unify
With a journey length 3 times longer than before, we were able to feed these paths into Google Ads. Highlighting Ad auctions in those paths that drove conversions which previously had been seen as wasted clicks.

Rebuilt Journeys give Completely Different Outcomes

Use AI Journeys to Attribute True Value

Rebuild Broken Customer Attribution

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

Feed AdTech True Journeys With Corvidae AI

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.

Using True Journeys to Automate Ad Placement

This allowed a true picture of the campaigns that were having an impact earlier in customer conversion journeys - which were being seen as short, failed conversion journeys by cookie-based systems.

Using Corvidae’s journey data as the primary path, we initially selected 8 campaigns to run A/B tests on.

Each campaign’s audience was split 50/50 between Google Ads’ Data Driven Attribution model and the Corvidae AI model. The Corvidae model produces longer, more complete user journeys - the trial is intended to identify whether targeting those early touchpoints will result in performance uplift. With a view to identifying if cheaper auction bidding was possible with the longer Corvidae paths.

Subsequently these results were confirmed after full Google Ads rollout and holdout tests.

Path Lengths 3X Longer

QVC Path Stitching

46% Google Ads CPA Reduction

The Impact

The results were significant. The immediate effects that were seen included:

  • Customer Acquisition Cost reduced by 46% for Google Ads activity by replacing cookie-based journeys with Corvidae conversion journeys
  • An increase in ROAS of 89%
  • CPC was reduced by 34%
  • Played a key role in customer acquisition which has strengthened QVC Germany’s customer base

Improving ROAS by 89%

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+89%

Google Ads ROAS

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3x

Path Lengths

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-46%

New Customer Acquisition Costs

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.

Share The QVC Case Study

And reach out to our team to discuss onboarding Corvidae today.

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