Improving Paid Media Performance with Better Data

Better analytics gave PontoonStuff, a prominent online seller of boat seats and accessories, a clearer view of what was driving sales. With accurate conversion tracking, we improved advertising decisions and made better use of budget.

Client: PontoonStuff
Industry: Pontoon Seats & Boating Products
Project Duration: 1-2 Months
Core Services: Analytics & Measurement Setup, Content & Advertising

The Challenge

PontoonStuff had an established e-commerce business, but limited visibility into what was driving sales. Keywords relied on assumption, conversion tracking wasn't connecting ad spend to orders, and a broad Google Ads campaign was delivering little measurable return.

Our Approach

We started with an Analytics & Measurement Setup to define correct tracking for which efforts led to sales. Using reliable conversion data, we evaluated keyword performance and restructured Google Ads to focus spend on products and search terms generating results.

The Result

Underperforming campaigns were eliminated and advertising budget was redirected toward higher-converting opportunities. The team now has reliable performance data to guide marketing investments and adjust campaigns as demand changes throughout the year.

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The Scope

The project began with an Analytics & Measurement Setup to improve tracking for Google Analytics and Google Tag Manager. We connected ad performance to orders, and established a measurement plan aligned with business goals.

With reliable data in place, this led to a restructure of Google Ads and ongoing, outcomes-based campaign management.

Services

Analytics & Measurement Setup
Conversion & Event Tracking
Paid Advertising
Keyword & Search-Term Analysis
Ongoing Campaign Management

Tech Stack

Google Analytics · Google Ads · Google Search Console · Looker Studio · Ahrefs · Omnisend

The Work

PontoonStuff, a prominent online seller of boat seats and accessories, had years of sales and search traffic, but limited visibility into which marketing efforts were driving purchases.

We began by improving their analytics and conversion tracking to connect advertising spend with actual revenue. We cleaned up Google Analytics and Google Tag Manager so conversions actually tracked, then built a measurement plan to identify underperforming keywords. Then, we restructured Google Ads and redirected budget toward what was converting.

PontoonStuff now has a clearer understanding of its marketing performance and the data to make more informed decisions about where to invest. The same numbers later shaped their blog and email marketing, which became their largest revenue channel.