Turning home cooks into new customers
HelloFresh delivers meal kits with carefully selected ingredients to home cooks. The concept is catching on in both the American and European markets, and HelloFresh wants to continue to grow by winning new customers. HelloFresh adopted Google Attribution to gain a better understanding of the entire customer journey, and optimize its bids, budgets, and keywords. Karl Villanueva, Head of Paid Search & Display, sees a range of advantages to this approach, and he can already measure concrete successes.
“We want to understand the whole path, not just evaluate the final click”
“As a global company, we aim to recognize trends early and implement any necessary steps,” explains Karl. For example, HelloFresh implemented a “mobile first” approach years ago. “With Attribution we wanted to understand what people are looking at and whether they’re using their phone, tablet, or desktop PC,” he continues.
With Attribution, he was able to do just that. Attribution can measure the customer journey across devices and channels — from banner advertising on price search engines to online video platforms. The company accomplished this without additional tagging because Attribution combines data from Google Ads and Google Analytics.
This behavior shows us that it pays off to invest more budget in search and to ramp up certain keywords. The opportunities are completely different from what they would be if we just focused on the last click before a conversion. When people start their search, they’re often on the go and using their smartphone. But the final acquisition is still often made with a desktop PC.
, Head of Paid Search & Display, HelloFresh
HelloFresh was able to easily switch to data-driven attribution. In contrast to a last-click model, a data-driven model uses machine learning to determine the impact of each step on the final conversion — from the first click to the last click.
“One of the biggest benefits of this process, for me, is how it changes the way we think. It lets us understand the whole path; not just to pay attention to the last click, but to also evaluate each relevant previous step,” says Karl.
In day-to-day work it's easy to see how Attribution makes marketing operations more efficient. “We’re simply faster at identifying cross-channel effects, and we can give better feedback to the different departments,” says Karl. Previously it was not possible to implement a fully automated bidding integration with Ads. With Attribution it can be accomplished with just a few clicks.
Which marketing touch points lead to a conversion?
HelloFresh also increased conversions from upper- and mid-funnel keywords, advertising touch points that happened near the start of a customer journey. These touchpoints are especially important for HelloFresh’s growth ambitions since they allow the brand to reach new customers. Potential new customers often become aware of HelloFresh through generic search queries like “grocery stores near me.” Further down the funnel, search queries become more specific when users are already aware of HelloFresh’s service. With this context, HelloFresh was able to optimize its campaigns accordingly, including their keyword portfolio, bids, and budgets.
The results prove the positive impact of moving to data-driven attribution. “With the help of Attribution we managed to increase overall conversions by 10%,” says Karl. In the same time period, overall cost per acquisition (CPA) decreased by 6%. HelloFresh saw that 18% more conversion paths were influenced by upper-funnel keywords, and the influence of Ads search ads on organic search increased by 45% above average.
Karl concludes, “We will continue to leverage the insights of Attribution to drive performance of our marketing campaigns, in particular Ads.”