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Make every marketing dollar count with attribution and lift measurement

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fuboTV, a live TV streaming platform that includes sports, news, network television and movies, used attribution reports to understand how customers interact with their YouTube and Search ads before converting. They saw that for every conversion YouTube drove directly, it assisted 2 more conversions on Search. “These insights helped us see the full value of video. This enabled us to start thinking about YouTube and Search media in one view and take into account blended cost-per-acquisition goals that more accurately reflect the total impact of our ads at driving conversions,” said Antonio Armenino, Search and Display Lead at fuboTV.

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Fiverr, one of the world’s largest marketplaces for freelance services, wanted to drive both consideration and website engagement. They ran YouTube ads to reach audiences throughout the funnel, and used Brand Lift, Search Lift and Conversion Lift to measure full-funnel impact. They saw that their first test delivered strong relative lift, with a 10 percent lift in consideration, 62 percent lift in searches on Google and YouTube, and 30 percent lift in new users. “We received excellent insights from this campaign. Now that we’ve seen success in reaching first-time users throughout the funnel, our next step is to develop messaging for user retention,” said Tal Moravkin, Creative Manager at Fiverr.