Girav is a pure D2C online shop for men’s clothing. With 10 categories, 850 SKUs and above 2 Mio product variations the online shop grows profitable in double digits each year.

The fastest growing market is Germany. An inhouse ecommerce and marketing team with country, brand and performance marketing managers is set up to hit the growth targets.

The team focuses on data informed decisions putting the online customer journey at focus. Since 2022 Kickbite’s AI customer journey insights equip the team to optimize the entire funnel.

The Challenge

Since the iOS14 update Girav spotted that upper funnel channels are greatly under-reported in Google Analytics. At the same time Ad Managers (e.g. Meta) over attribute their own channel.

In addition to the intransparent and biased attribution sources, missing information on where new vs. existing customers come from.

For the main growth market Germany, Customer Acquisition Costs (CAC) rose by 143% in Q4 2022 while the number of new customers did not meet the target.

The Way

Girav implemented Kickbite’s cookieless tracking and AI Attribution in 2022.

The new tracking system recovered 37% of Apple iOS 14 data loss and +13% more conversions.¹

On top of the recovered customer journeys, the AI click and impression attribution reported -47% for direct and +2356% conversions for social paid.¹

To optimize the entire funnel, Kickbite’s tracking and attribution replaced Google Analytics and Ad manager reports as the new single source of truth.

Using insights on new vs. existing customers campaigns are optimized on CAC and soft metrics such as Cost Per Session (CPS).