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Billy Grace

From separate dashboards to a single source of truth.

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Three situations we encounter every day.

Why choose a Billy Grace partner?

  • Every channel claims the same conversion

    Google claims the conversion, Meta claims the same conversion, and together they report more revenue than what’s in your cash register. As long as you base your decisions on those figures, you’ll be shifting your budget based on the channels’ own marketing.

  • Your offline media are out of sight

    You also advertise on television, radio, or outdoors, but those euros aren’t listed anywhere alongside your online figures. As a result, you’re evaluating two halves of the same campaign using different metrics.

  • Brand and performance are evaluated differently

    Brand-building takes months; performance campaigns take days. Without a common standard, the channel that shows results the fastest wins out—even if it ends up being the most expensive in the long run.

Billy Grace as the driving force behind your media choices

Every euro you spend on media should have a place in the same overview. In practice, each platform reports on itself, and then the totals don’t add up.

Billy Grace is the engine that sets this right. All channels come together in a single model that looks at your actual revenue rather than what a platform attributes to itself. Offline media also have a place in this model, so that brand and performance are measured against the same standard.

The benefit is that budget discussions focus on the results rather than on whose dashboard is correct.

What We Do with Billy Grace

We start with the measurement setup, because a model is only as good as the data it’s based on. Are the conversion definitions accurate? Is revenue coming in as intended? And are we measuring the things that matter commercially? Then we integrate the channels and add your offline spending.

Next, we translate the results into decisions: which channel gets more, which channel gets less, and which shifts we’ll test on a small scale first before rolling them out.

Every month, we discuss what the model shows and what we’re doing with it, including any areas that fell short of expectations. You’ll have that conversation with the same person who works on your account.

Three things you’ll notice in our collaboration.

Why choose Redkiwi as your Billy Grace partner?

  • You can see for yourself where the conclusions come from

    You can look at the model yourself and see where the conclusions come from. Every month, we go over it together, and you decide how the budget is allocated. You remain in control of the commercial strategy; we make sure the data supports it.

  • Independent advice

    We also advise against using an attribution model if your media spend is too small to model reliably. In that case, better measurement is cheaper than better modeling. That’s what ownership means to us.

  • Analysis and execution under one roof

    We also run the campaigns, so insights from the model are incorporated into a bidding strategy the very same week. You’ll work with a dedicated team that knows your market and takes ownership of the consequences of its own advice.

Frequently Asked Questions About Media Attribution

01/ Why don’t my channel metrics add up to my revenue?
Each platform reports on itself and attributes the same conversion rate to itself. If you add up those reports, you’ll end up with more revenue than what’s actually in your cash register. An attribution model looks at your actual revenue and distributes it across all channels combined.
02/ Can I include offline media in my attribution model?
Yes, that’s precisely the benefit. Television, radio, and outdoor advertising are all included in the same model, so that brand and performance are measured by the same standard. Without that common standard, the channel that delivers results the fastest always wins.
03/ Where does an attribution journey begin?
With the measurement setup, because a model is only as good as the data it’s based on. Are the conversion definitions accurate? Is revenue being tracked as intended? And are we measuring the things that matter commercially? Only then do we connect the channels.
04/ What is the minimum media budget required for attribution modeling?
A model requires sufficient spend and variation to produce reliable results. If your media budget is too small for that, better measurement will yield better results than better modeling. We’ll let you know if that’s the case for you.