Case Study:
ASDA drives incrementality with GA4’s predictive audiences
The Accelerated Read
Spark Foundry helped ASDA find the best methods for adding new audiences into their existing programmatic strategies, driving lift in ROAS and reducing COA.
Challenge
ASDA is one of the leading retailers in the United Kingdom. As with all online supermarkets, ASDA was trying to identify swing shoppers, as they are a mission-critical audience. ASDA also aimed to seek out new customers and drive sales online in the UK.
Solution
ASDA used Google Analytics 4 (GA4) predictive audiences to engage key swing customers with targeted communication and increase the return on ad spend (ROAS) of its overall activations. The retailer tested GA4 predictive audiences on DV360 and integrated new audience strategies alongside existing Google affinity audiences to create a blended approach that targeted specific customers.
Partnering with Spark Foundry: Spark Foundry helped find the best methods for adding new audiences into existing programmatic strategies. It also helped the campaigns scale as they progressed.
Results
After introducing GA4 predictive audiences, ASDA saw an increase in both its ROAS and its conversion volume. Overall, the retailer gained an 84% increase in ROAS, and it saw a 48% decrease in its cost per acquisition (CPA) compared to its existing retargeting campaigns’ CPAs.
- 84% lift in ROAS
- 48% lower CPA
“We’ve advanced our skills in this space by using GA4’s predictive audiences and developing our own first-party data to unlock further growth for ASDA.”
–Georgina Riby, Senior Manager – Performance Media, ASDA