Case Study
- Client: Cameraland Sandton
- Software: WhatConverts
From Clicks to Camera Sales: The Attribution Breakthrough That Changed Everything
When ad spend comes with conditions—and suppliers expect proof of revenue—clicks and form fills just aren’t enough. Engineered Media, a South Africa-based digital agency, faced this challenge head-on. Their client, an e-commerce camera retailer, had razor-thin margins and funded marketing campaigns from suppliers like Sony and Canon.
By using WhatConverts to track actual sales and match them back to specific supplier campaigns, Engineered Media didn’t just prove ROI. They transformed one-off promotions into repeat investments—and turned a modest PPC program into a high-return revenue engine.
The Challenge: Prove Supplier-Funded Campaigns Actually Drive Sales
Engineered Media’s client relied on product suppliers like Sony to co-fund their Google Ads campaigns. These funds support marketing efforts for individual products or brand awareness—but suppliers demand proof that their budgets translate into measurable sales.
Before WhatConverts, Engineered Media couldn’t track performance at the level of detail these suppliers needed. Standard tools showed traffic and conversions, but not which supplier campaign actually sold cameras. Without hard data, supplier trust—and future funding—was always on shaky ground.
The Challenge: Prove Supplier-Funded Campaigns Actually Drive Sales
"Since using WhatConverts, it's given us the ability to really pinpoint where exactly each lead originates from. And then of course optimize even further the Google Ads campaigns based on the data that we're seeing and the input from the client."
Engineered Media’s client relied on product suppliers like Sony to co-fund their Google Ads campaigns. These funds support marketing efforts for individual products or brand awareness—but suppliers demand proof that their budgets translate into measurable sales.
Before WhatConverts, Engineered Media couldn’t track performance at the level of detail these suppliers needed. Standard tools showed traffic and conversions, but not which supplier campaign actually sold cameras. Without hard data, supplier trust—and future funding—was always on shaky ground.
This granular setup allowed the agency to:
- Match every sale to its marketing source.
- Report revenue per campaign by supplier.
- Track additional lead types (like form submissions for trade-ins) to further prove marketing value.
The Automated Optimization Loop
In addition to being able to attribute sales value to specific marketing sources, Engineered Media could also send lead quality data back to Google automatically, resulting in an Automated Optimization Loop.
Rather than sending both qualified and unqualified leads back to Google, WhatConverts’s native integration let the agency single out only qualified leads as conversions. As a result, the algorithm continually improved at finding audience signals that predicted a high-quality lead. Then, it could target those signals in future bids.
The result is a compounding growth machine that brought in more high-quality leads without increasing budget. It’s the same technique Profit Roofing Systems used to maximize their Google Ads ROI (see below).
The Results: From Budget Scrutiny to Growth-Fueling Trust
“They've grown between 5 and 7% year on year. Considering the economic climate of South Africa not being so good at the moment as well as extremely tight margins, that's an excellent return.”
Once Engineered Media could prove which supplier campaigns drove which sales, everything changed.
From 2022 to 2025, Engineered Media achieved the following for the client:
- 100Xed PPC conversion value
- Grew PPC ROI by 2,864%, leading to a 241% budget increase from Sony
- Increased lead quality by 58%, resulting in 94% of all leads being quotable
Why It Matters
This wasn’t just a win for campaign performance—it reshaped how suppliers and clients work with Engineered Media. With transparent attribution, the agency secured long-term funding, deepened its client relationship, and helped the client maintain 5–7% annual growth despite tough margins.
