Medical equipment

This client sells medical, resuscitation and emergency equipment online across Australia. The brief was straightforward, run the search and shopping advertising and grow sales. The advertising was already the obvious lever. What was less obvious was whether anyone could trust the numbers underneath it.

Strong sales were coming through, but the analytics told a confused story. The largest single source of revenue in their analytics was unattributed. Most traffic was being recorded as direct, which is rarely true at that scale. Paid visits were barely showing up in the channels meant to capture them. A business making decisions on that picture would back the wrong things.

We ran the advertising hard and well, and at the same time we treated the measurement as the real problem. We leaned on the data that was sound, the ad platform’s own conversion tracking, structured the account so demand capture and prospecting could be judged separately, and scaled spend in line with proven return rather than a flattering blended average. Where the tracking was clearly under-reporting, on a newer product line, we flagged it rather than letting it quietly distort the read.

• 01A structured account separating brand demand capture from prospecting, so each could be judged honestly.
• 02Spend scaled against proven return, with the efficiency tradeoffs of scaling made explicit.
• 03A clear account of where the analytics were misreporting, and what needed rebuilding.
• 04Ongoing search and shopping management at a sustained return.