For five consecutive months, SpotOn found themselves in a common trap: their in-platform metrics looked fantastic, yet they missed sales forecasts by 5% every month. By over-investing in "bottom-of-funnel" channels like Google Brand and Amazon, which were merely capturing existing demand, they had hit a growth ceiling. Tier 11 stepped in to shift the strategy from demand capture to demand creation. By ignoring misleading attribution and reallocating budget to top-of-funnel channels like Meta, YouTube, and Native Ads, we broke the cycle. The result? A 44% YoY increase in total units sold and a 20% reduction in the cost to acquire a new customer (nCAC) as measured by Cost Per Unit (CPU).
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Before partnering with Tier 11, SpotOn was in the driver’s seat of their own strategy, with their previous agency simply taking orders. While they were spending heavily on brand campaigns across Google, Bing, and Amazon, the efficiency was an illusion. In-platform data suggested these ads were performing "great," but scaling them up yielded almost zero incremental revenue.
The business was stuck in a frustrating loop:
When Tier 11 took over the full omnichannel strategy in October, we stopped looking at what the platforms claimed they were doing and started looking at what actually moved the needle on the bottom line. Evaluating paid and non-paid channels in silos, rather than how they work together to create the desired business outcome, is a very common problem many online businesses struggle with.
We used the Tier 11 Data Suite™ to identify which channels were actually creating new demand versus those just "recycling" existing customers. We immediately found that a significant cut in spending on Amazon and Google Brand ads yielded virtually no negative impact on overall sales, indicating the conversions were non-incremental. Utilizing multi-channel click-based data (not modeled like other attribution systems) to guide our decisions inside the Tier Tier 11 Data Suite™ made this all possible:
We didn't just "optimize"; we overhauled their entire online advertising implementation. We cut the Amazon brand budget by over 70% and slashed brand spending on Google and Bing by nearly 50%. We then funneled those "wasted" dollars into:
Instead of getting lost in fragmented platform dashboards, we collaborated with SpotOn using a single tracking ecosystem. We tracked total units sold against total ad spend to calculate a true cost to acquire a new customer (nCAC) as measured by Cost Per Unit (CPU). This allowed us to run "big swings," like adding native ad channels such as Taboola and doubling YouTube spend for three weeks, and see the immediate impact on topline growth:
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The shift from demand capture to demand creation didn't just hit the goal, it shattered it.
With the 5-month cycle of missed goals firmly in the rearview mirror, the SpotOn team is now focused on aggressive expansion. Because they are no longer tethered to unreliable attribution models, they are poised to launch into CTV (Connected TV) in early 2026 to continue fueling the top of their funnel.
Is your growth being limited by wasted ad spend and misleading metrics? Let's build a Conversion Engine that actually scales your business. Talk to a Tier 11 strategist today.