Corston Architectural Detail redefines success with a revamped measurement framework

Goal

As the digital and social media landscape continues to evolve at great pace, evaluating marketing performance has never been more complex. Traditional methods, such as site analytics tools, are limited to tracking same-device, same-browser conversion paths in attribution. Given the multiple touchpoints in today’s consumer journey, this shift calls for marketers to adopt a more modern, holistic approach to measurement—one that moves beyond last-click solutions.

Recognising this opportunity to fuel further growth, Corston Architectural Detail set out to redefine their approach to success metrics. Their goal was clear: to develop a framework that captures the nuances of customer journeys across multiple platforms, assess Pinterest’s influence on different channels, and track cross-device and cross-browser conversions.

Strategy

Corston Architectural Detail partnered with Fospha, a full-funnel measurement solution, to establish a source of measurement truth.

With the granularity of attribution and the predictive power of Marketing Mix Modelling (MMM), Fospha's measurement solution offers full-funnel measurement and forecasting. Because Fospha measures the full funnel, their clients can both generate and capture demand sustainably.

By implementing Fospha, Corston Architectural Detail was able to bring together their data from their web analytics tools, their eCommerce platform, and ad platforms—all in one place. This approach, powered by advanced attribution modelling, provided a comprehensive overview of their marketing performance, from high-level insights to the finer details—highlighting insights by campaign and objective.

Equipped with these insights, Corston Architectural Detail was able to optimise and fine-tune their digital media strategy, reallocating resources to capture rising demand and lean into untapped potential on Pinterest. This helped provide clearer insight and structured tracking while highlighting the key performance drivers for each initiative, enabling greater optimisation and reactivity based on Fospha’s data.

Results

Corston Architectural Detail achieved great results across the funnel—attracting broader audiences at the top, uncovering valuable insights in the middle, and driving sales at the bottom. After implementing Fospha's full-funnel solution and starting to use the model, Corston Architectural Detail soon discovered that Pinterest had been playing a pivotal role within their marketing mix.

Compared to what site analytics initially reported, Corston Architectural Detail observed a 75% increase in return-on-ad-spend (ROAS) and a 42% reduction in cost-per-acquisition (CPA).¹ Fospha also revealed that Corston Architectural Detail’s ROAS is 21% higher compared to planned targets.¹ Additionally, Pinterest’s Ads Manager reported an ROAS of 2.7x higher than planned targets.¹

These findings reaffirm the importance of digging even deeper into your data—and ensuring you have the right tools in place to credit paid social with greater precision.

The key takeaway: building a robust measurement framework is the foundation of modern marketing success. In today’s multi-touchpoint world, it’s much more than just last-click attribution. It’s time to reimagine your strategy, unlock growth, gain further insights and ensure your efforts get the credit—and conversion rates—they deserve.

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