Maximizing ROI for RVshare with Automated Ad Data Analysis
RVshare is a peer-to-peer RV rental marketplace in the US. Their diverse inventory ranges from affordable travel trailers to luxury motorhomes and can accommodate any outdoor adventure, whether it’s a weekend of camping or a cross-country tour of national parks.
Project Type: Conversion Rate Optimization, Audit & Analytics, Data Story Telling
Tools Used: Segment, GA4, GTM, Looker Studio
$10M+
ad budgets optimized annually through automated marketing attribution.
20+
hours saved weekly by automating data collection and transformation.
18%
ROAS improvement from accurate attribution tied to confirmed rentals.
RVshare
Automated Ad Data Analysis
Funnel Optimization
The Challenge
Background
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RVshare initially invested in advertising. -
Their main objective was to optimize ad spend through accurate attribution.
Attribution Challenge
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As a marketplace, RVshare faces difficulty in tracking attribution.
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As a marketplaceUnlike direct sales (e.g., clicking a “buy now” button), the process is more complex., RVshare faces difficulty in tracking attribution.
Key Problem
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A purchase is only completed when the seller approves the buyer’s rental request.
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Attribution must ensure that the ad campaigns targeting the buyer receive proper credit for the purchase.
The Solution
We improved their measurement stack. Their existing stack had Segment and Google Tag Manager on the client side which sent data to Google Analytics and their marketing platforms (Bing & Facebook). The first thing we did was that, along with Google Analytics, we sent their data into BigQuery directly from segments. This allowed a more granular analysis. As the reports on Google Analytics were aggregated and they could not see individual user journeys.
Then we ensured that ad campaigns were only attributed to purchases when the seller confirmed the buyer’s request. To further optimize this, we used Markov chain modeling to get the best mix of recommendations to ignore sources of traffic that were not relevant to their success.
The Result
Previously, the marketing team at RVshare had to spend more than 10 hours to manually gather raw data in excel spreadsheets every week and conduct attribution analysis for their campaigns.
Now they get clean, transformed data, which is customized for their analysis, at much more dept, ready to use for their weekly analysis of ad campaigns.
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Accurate attribution to cost data leads to improved ROAS.
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Automatic collection and transformation of data that saves 10+ hours every week.
We’re big on SEO, paid search, and display video. So we need data from these channels and very clear insights to improve our decision-making. MarketLytics enabled us to be better at our internal decision-making on where to spend and when..
Martijn Scheijbeler
SVP Marketing
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