Call Tracking Maximizes Efficiency

Client:  Ecommerce commercial and consumer products retailer


An ecommerce retailer was struggling with a high effective revenue share (ERS, or cost/revenue) due to campaign inefficiencies. Lever Interactive was brought in to optimize the marketing efforts and increase year-over-year revenue by driving phone and online sales.


  • Completed an account restructure of Google Shopping and merchant feed optimizations to give top priority to high average order value (AOV) products
  • Utilized extensive call tracking implementation and attribution based on the average revenue of phone orders
  • Isolated the top keywords in single campaigns
  • Focused messaging on price point advantage and free shipping where applicable
  • Keyword bidding was based on both phone calls and online orders


  • Revenue increased 66% year-over-year
  • ERS decreased 70% year-over-year

Total Revenue Chart

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