C USTOM E R STOR I E S Use content consumption data to determine the best way to allocate paid ads spend Lacked accurate data to determine which vendor drove pipeline and revenue How Trupanion Multiplied Conversion Rate 5X By Optimizing Channel Spend THE CHALL E NG E T H E S O LU T IO N Sidney used PathFactory to collect content consumption data to optimize spend on paid ad campaigns. First, she drove all prospects that clicked on an ad to a bingeable PathFactory Content Track instead of a single asset. This allowed Sidney to analyze the content consumption each vendor drove. She quickly realized that, while one vendor drove more impressions, another was providing dramatically better content engagement on the other side of the click. This golden insight allowed her to divest f

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