How 12GO Biking proved the full value of upper-funnel advertising: online and in-store
12GO Biking is a Dutch bicycle retailer selling electric bikes, sports bikes, and city bikes both online and through their physical store. With a broad product range and a customer journey that spans digital touchpoints and in-store purchases, the team needed more than platform dashboards to understand what was truly driving growth.
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E-commerce
Magento2 (Adobe Commerce)
Challenge
The challenge wasn’t a lack of marketing activity. It was a lack of visibility into what that activity was actually delivering.
12GO Biking was running campaigns across multiple channels, but each platform reported performance through its own attribution lens. Upper-funnel formats like display and video were particularly hard to justify, because platform data couldn’t prove they were contributing to revenue. Budget stayed concentrated in bottom-funnel campaigns, even as returns began to diminish.
At the same time, a significant share of 12GO Biking’s revenue comes through the physical store. Without a reliable way to connect online advertising to in-store purchases, a large part of the customer journey was simply invisible, making it impossible to evaluate true marketing impact.
Approach
12GO Biking implemented Billy Grace as a central measurement layer across all paid channels, replacing fragmented platform reports with a single view of performance.
In the first phase, the team focused on data collection, building up enough signal in Billy Grace to make reliable comparisons across channels and campaign types. Once that foundation was in place, the insights changed how budgets moved.
When Billy Grace measured Demand Gen campaigns independently, they were matching or outperforming bottom-funnel campaigns on ROAS, despite looking underwhelming in platform dashboards.
That finding drove a concrete shift: tighten efficiency targets on bottom-funnel campaigns to reduce cost per conversion, then reinvest the freed-up budget into upper-funnel activity.
In parallel, 12GO Biking connected in-store revenue to online campaigns by tracking order confirmation email clicks as in-store conversion events. For the first time, the team could see which campaigns were driving customers into physical stores and attribute a measurable share of store sales to their advertising.
Results
Proved the ROAS of upper-funnel campaigns
Connected in-store revenue to online campaigns for the first time
4 hours saved per week on data analysis
Key Takeaways
- Upper-funnel campaigns can match or outperform bottom-funnel ROAS, but they only become visible with independent attribution
- Raising efficiency targets in lower-funnel campaigns frees budget for upper-funnel investment without sacrificing conversions
- Connecting in-store purchase data to online campaigns reveals the true scope of marketing impact
- A shared measurement reference point removes internal debate and accelerates alignment
