eCommerce Store Unlocks 7x ROAS with Lead-Level Attribution

"WhatConverts just gave us so much more clarity. When revenue came in, we could go into the lead and see, oh, it came from a CPC, then they went organic, then they went direct. It just really gave evidence to a theory we already had running of how customers interacted with our brand."

Case Study

• Business: Coastal Reign
• Industry: Custom Clothing (eCommerce)
• Software: WhatConverts

The Challenge: “Our Marketing Works, But What’s Actually Making Us Money?

Sound familiar? When orders are flowing and the phone keeps ringing, it’s easy to coast on success. But at some point, growth demands strategy. To scale efficiently, marketers need clarity on what’s working—and what isn’t.

That was the challenge facing Coastal Reign, a custom apparel printing company with a booming eCommerce business. Sales were strong, but their marketing tech stack couldn’t show which channels were delivering real ROI. Attribution reporting was vague, siloed, and mostly aggregate-level. Without precise insights, scaling felt like a gamble.

To get the clarity they needed, Coastal Reign was looking for answers to three key questions:

• What source is driving each transaction?
• Which leads are new vs. repeat customers?
• Can we track and analyze attribution at the individual lead level?

The Problem with “Black Box” Attribution

Coastal Reign’s team was relying on Google’s Data-Driven Attribution model, but they didn’t feel confident in how it assigned credit. As the founder put it:

“We didn’t like how Google Ads handled attribution. We felt like there was a lot of guesswork. But with WhatConverts, we gained confidence in our marketing results.”

They needed more than just conversion counts. They wanted lead-level tracking, clean source data, and transparent attribution modeling. That’s when they found WhatConverts.

The Solution: Attribution Clarity with WhatConverts

WhatConverts delivered exactly what Coastal Reign was missing: complete visibility into where leads were coming from, which converted, and what they were worth.

1. Clear Source-Level Reporting

The biggest benefit of WhatConverts was that it removed all guesswork from which sources were bringing in leads. With it, Coastal Reign could see:

Leads Generated by Source/Medium

Sales Value by Source/Medium

And so much more… all in just a few clicks.

Plus, Coastal Reign could even compare attribution models in their reporting to get even more nuanced insights. For example, their reporting may show a huge disparity between first-click Google CPC attribution ($352k) and last-click attribution ($9.3k).

This indicates that many people enter the funnel with CPC, but most will then navigate directly to the site when they’re ready to purchase (see direct/none).

2. Identifying New vs. Repeat Customers

WhatConverts also made it easy to sort their marketing results by new (unique) vs. repeat customers. On the one hand, this information was clearly labeled for each lead in the Lead Manager:

However, Coastal Reign could take it one step further and include this information in their reporting as well. For instance, if they wanted to attract more repeat customers because they knew they had a higher lifetime value, Coastal Reign could run a Status by Source/Medium report:

Here they could see organic campaigns generated not only more repeat customers, but also a higher percentage of those customers. As a result, they could make the data-driven decision to invest more in organic so as to attract more repeat customers.

3. Lead-Level Customer Journey

Last but not least, WhatConverts could unlock the black box of their customer journey on an individual lead level. Accessing any lead’s customer journey was as easy as going to their Lead Details page:

With a single click, Coastal Reign could pull up detailed Lead Details pages showing:

• How the customer first found them
• What pages they visited
• Which actions they took before converting

For example, the customer journey below shows this lead:

1. Came in through a Google CPC campaign
2. Later visited organically and browsed several pages
3. Engaged in an on-page click event before exiting off the page
4. Renavigated back directly a few days later
5. Finally made a purchase

This reinforced the importance of a multi-touch strategy—where different channels work together to close the sale. And since WhatConverts tracked all conversion types (calls, forms, chats, transactions), they had the full picture in one place.

The Result: 7x ROAS & 2x Monthly Budget

“We ended up getting like 7x ROAS, which is really good. When we had to manually do everything we were probably at like a 2x ROAS, so a lot better ROAS. Our budget is doubling every month now too."

Coastal Reign’s switch over to WhatConverts was a massive success.

Thanks to the tool’s clear attribution, Coastal Reign could see exactly which leads were coming from where. Plus, they could visualize their results not just by lead quality but also by sales value. They could also determine which leads were new vs. repeat and unlock the black box of each lead’s customer journey.

As a result, Coastal Reign was able to achieve a 7x ROAS, giving them the confidence to double their ad budget each month.

In the end, it was the marketing clarity that WhatConverts brought to Coastal Reign that made this example such a success.

Results Highlights

• Earned 7X ROAS after transitioning to WhatConverts
• Doubled ad budget every month thanks to the confidence they now have
• Surpassed revenue goals and continued to grow month-over-month

Want to see what kind of ROI you can achieve? Start your free 14-day trial of WhatConverts today!