▲ DATA AND ANALYTICS · Sömnhjälp · Stockholm · 2026 – present

ATTRIBUTION ON ACTUAL SALES

ROAS 9.2 ON ACTUAL SALES

MY ROLE: GROWTH CONSULTANT

◉ CONTEXT

Sömnhjälp is a child sleep coaching business in Stockholm with a small ad budget. Meta Ads and the owned channels, a quiz and email, were competing for it.

◇ PROBLEM

TWO REPORTS, BOTH FAVORING PAID SOCIAL

Meta's reporting and GA4 both favored paid social, but GA4 was catching only 4.8% of conversions, so I didn't want to decide on either.

⬡ EXECUTION

01ONE VIEW OF SALES

  • Matched every Stripe payment to the CRM by email, which gave attribution on actual sales
  • Joined sales from six sources into one view

02WHAT IT SHOWED

  • Paid social brought the most contacts, but each email or quiz contact was worth about four times more
  • Inside Meta, retargeting carried most of the revenue, while one cold campaign was taking more than a quarter of the budget at a ROAS below 1

03WHERE THE BUDGET WENT

  • Cut the cold campaign and kept retargeting
  • Put the effort into the quiz and email, starting with the cheapest fix: the quiz wasn't collecting emails at all

◆ RESULTS AT A GLANCE

9.2

ROAS ON ACTUAL SALES

4.8%

OF CONVERSIONS GA4 WAS CATCHING

6

SALES SOURCES JOINED INTO ONE VIEW

★ RESULT

ROAS 9.2 ON ACTUAL SALES

  • ROAS 9.2 on actual sales
  • Together with the product line rebuild, revenue reached 42% above plan

→ MORE FROM SÖMNHJÄLP

PRODUCT LINE REBUILT FROM SALES DATA→
AN OFFER COVERED BY WELLNESS BENEFITS→

→ OTHER CASES

QuestroomsGOOGLE ADS REBUILT AROUND RETARGETING→
QuestroomsCORPORATE TEAMBUILDING CHANNEL→