Reducing World Nomads CPA and Increasing ROAS Through Smarter Attribution
~20%
Reduction in average CPA
+4.2%
Increase in conversion rate
+30%
ROAS improvement through channel and experience optimisation
Overview.
A full-funnel attribution model was introduced to understand better how users engaged across channels, from first visit to final conversion. By moving away from last-click attribution, the team could see which sources played a meaningful role earlier in the journey and adjust strategy accordingly.
Services.
Strategy + Paid + Data
Challenge.
World Nomads was investing across a wide range of digital channels, but performance was being evaluated through a last-click lens, undervaluing early touchpoints and limiting strategic spending. With acquisition costs rising and pressure on margins, the team needed a more accurate view of the customer journey to drive smarter, more profitable decisions.
Solution.
Using this new view, under-attributed channels received increased investment, while others were right-sized to reflect actual impact. At the same time, landing pages were refined to improve relevance and drive conversion at every step.
The result was a 20% drop in CPA, a 4.2% increase in conversion rate, and a 30% rise in ROAS, unlocking stronger performance without increasing total spend.
~20%
Reduction in average CPA
+4.2%
Increase in conversion rate
+30%
ROAS improvement through channel and experience optimisation
Services that powered this project.
Every project needs the right mix of strategy, creativity, and technology. See how our services came together here, and what they can do for you.
Data & Analytics
Turning data into insight to guide smarter business decisions.
Strategy
Strategic thinking based on audience, category and culture.
Paid Search
Showing up when customers are searching for what you offer.