Specialty Clothing (Hats)

This client sells specialty hats, sunglasses, and apparel. Their return on ad spend may seem comparatively low at 227%, but in looking at their Top Conversion Paths report it becomes clear that the majority of conversions began (i.e., received their first click) with Smart Shopping and ended (last click) with Return Search, resulting in a 3,200% ROAS for Return Search. This tells us that, despite the fact that the last click attribution model assigned the conversions to Return Search, it was Smart Shopping that initially secured those conversions.

462% ROAS

• 227% ROAS (Smart Shopping)
• 462% ROAS (All Campaigns)

First click = Smart Shopping