Marketing & Attribution
Where to spend the next euro of paid budget — with explicit visibility of online-to-showroom and online-to-project impact.
Channel comparison
Active attribution model: Time-decay
| Channel | Spend | Sessions | Leads | Showroom intent | Orders | Revenue | ROAS | CPL | CPA |
|---|---|---|---|---|---|---|---|---|---|
| Meta | €19,800 | 142,000 | 412 | 980 | 260 | €162,000 | 8.2x | €48 | €76 |
| Google Ads | €22,400 | 168,000 | 528 | 1,240 | 320 | €198,000 | 8.8x | €42 | €70 |
| Organic search | — | 96,000 | 188 | 540 | 142 | €82,000 | — | — | — |
| Direct | — | 48,000 | 64 | 220 | 88 | €56,000 | — | — | — |
| Referral | — | 22,000 | 102 | 180 | 64 | €41,000 | — | — | — |
| €1,200 | 14,000 | 88 | 140 | 52 | €38,000 | 31.6x | €14 | €23 | |
| Local / Maps | €3,600 | 8,400 | 64 | 1,840 | 38 | €28,000 | 7.8x | €56 | €95 |
Campaigns
Grouped by category and supplier brand. Red = ROAS < 2.0
- Tiles — Riga RenovatorsMeta · Tiles · Marazzi€4,8002.0xwatch
- Tiles — Designer LookbookMeta · Tiles · —€3,2005.8xscale
- Parquet — Boen SpringGoogle Ads · Flooring — parquet · Boen€5,6007.4xscale
- Laminate — Tarkett DIYGoogle Ads · Flooring — laminate · Tarkett€4,1001.5xcut
- Vinyl — BerryAlloc ProMeta · Flooring — vinyl · BerryAlloc€2,8003.3xhold
- Acoustic — Milliken B2BGoogle Ads · Acoustic panels · Milliken€3,4006.7xscale
- Sanitary — Showroom VisitMeta · Sanitary · —€2,2001.6xcut
- Local — Maps Visits RigaGoogle Ads · — · —€1,8007.9xscale
Multi-touch attribution comparison
Same campaigns under different models
| Campaign | Last click | Time-decay | Data-driven |
|---|---|---|---|
| Parquet — Boen Spring | 5.2x | 7.4x | 8.1x |
| Tiles — Designer Lookbook | 4.1x | 5.8x | 6.9x |
| Acoustic — Milliken B2B | 3.8x | 6.7x | 9.4x |
| Sanitary — Showroom Visit | 1.2x | 1.6x | 2.1x |
| Laminate — Tarkett DIY | 1.1x | 1.5x | 1.4x |
Default model is time-decay because of the long renovation and project journeys.
Online → Showroom lift
Matched-audience comparison · 30 days window
Exposed visits
4,820
Control visits
2,140
Lift
+41%
Ad-exposed Riga audiences visit the showroom 41% more than matched control.High confidence
Online → Project enquiry lift
Matched-audience comparison · 90 days window
Exposed enquiries
142
Control enquiries
88
Lift
+28%
Project enquiries lift by 28% in exposed B2B audiences — sample size limits confidence.Medium confidence
Creative & UX health
Microsoft Clarity signals on paid landing pages. Warn at >8% rage-click rate.
| Landing page | Sessions | Rage clicks | Dead clicks | Scroll depth | Status |
|---|---|---|---|---|---|
| /tiles/large-format | 8,400 | 11.0% | 4.0% | 62% | warn |
| /flooring/parquet/boen | 6,200 | 3.0% | 2.0% | 78% | ok |
| /sanitary/bathrooms | 4,100 | 9.0% | 6.0% | 41% | warn |
| /wallpaper | 2,800 | 4.0% | 2.0% | 71% | ok |
| /acoustic-panels | 1,900 | 2.0% | 1.0% | 84% | ok |