0%
ROI from paid advertising
15X
Lead to MQL rate while maintaining the cost and volume of MQLs QoQ.
“It’s been a game changer having Verto’s help navigating GA4 especially with the Consent Mode challenge! I appreciate our continual partnership as it’s a pleasure working with Yasen and team”
Stephanie Courtois,
Website Marketing Manager
The challenge
SnapLogic faced two major difficulties: First, they were using a marketing-sourced first touch attribution model that led to limited reporting and an incomplete representation of digital advertising's performance. Second, they experienced low-quality (bot) traffic picked up in Google, leading to further complications.
The approach
VertoDigital analyzed SnapLogic's campaigns and CRM data and identified the need to improve offline conversion tracking. They created a custom-defined quality offline conversion metric, Signal lead, based on key job titles, important to SnapLogic. It optimizes for quality users that are likely to become marketing qualified leads (MQLs). VertoDigital also implemented advanced targeting techniques and optimized ad messaging to reach and resonate with signal leads.
Partnering with VertoDigital
Our consultative and hands-on approach enabled SnapLogic to navigate this technical challenge smoothly. We provided our expertise in Google Offline conversion tracking and navigated the Marketing Operations team to create the logic in Marketo. Our initial approach was uploading the signals manually with a 24-48 hours delay (after a conversion occurs), which does not prove ideal for a real-time algorithm optimization.
We proceed with guiding SnapLogic into creating a webhook in order to push these signals real-time via a Zapier integration. Our hands-on support ensured the implementation was tailored to SnapLogic unique needs, and to top it all off, thorough testing made sure everything worked seamlessly.
The results
Within three months of implementing VertoDigital’s strategy, SnapLogic saw a 3x ROI from paid ads. Lead to MQL conversion jumped from 1% to 15%, and Signal lead to MQL rate rose from 15% to 50%, all while maintaining MQL cost and volume quarter over quarter.
By activating first-party data and optimizing for custom offline conversions, SnapLogic drove significant pipeline growth and strengthened its position as a leader in data-driven marketing.
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