How Louwman BYD linked branding campaigns to measurable business results

“Thanks to Billy Grace, we can finally back up our branding efforts with solid data. It strengthened internal trust to invest consistently in the upper funnel.”

Guus Bakker

Performance Marketeer – Abovo Maxlead

Results

60+ test drive requests traced linked to branding campaigns

By using Billy Grace’s extended attribution windows, the team was able to show that one upper funnel campaign had led to over 60 test drives, a number that would’ve gone unnoticed with traditional analytics tools.

Stronger justification for upper funnel investments

Campaigns on YouTube and display now show measurable long-term impact, which has built internal trust and made it easier to allocate budget to branding.

Clearer cross-channel analysis

The team now works from a single source of truth when evaluating campaign performance, making cross-channel optimizations more targeted and less biased toward last-click data.

Improved media planning

With better attribution and deeper insights into long customer journeys, Louwman BYD is rethinking the balance between short-term performance and long-term brand building.

Challenges

• Measuring the true impact of branding in the automotive sector was extremely difficult before using Billy Grace.
• The automotive customer journey is extended, often lasting weeks or months.
• Traditional analytics tools, such as Google Analytics, lacked sufficiently long attribution windows to capture this extended journey.
• Consequently, only performance-driven campaigns appeared to yield measurable results.
• This led to an increased emphasis on lower-funnel activities.
• The contribution of top-of-funnel channels like display and video remained unclear.
• Justifying branding investments was challenging due to the lack of reliable supporting data.

Approach

Billy Grace entered the picture through a client day hosted by Abovo Maxlead, where the platform’s capabilities caught the team’s attention. Since Louwman was already using Billy Grace for another brand, onboarding was straightforward. The team began using Billy Grace primarily for attribution, focusing on the ability to track customer journeys over a longer period of time. This was crucial for an industry where conversions rarely happen after a single interaction.

They are now testing automated campaign rules to manage optimizations more efficiently. Billy Grace has since become their go-to platform for understanding marketing performance across the entire funnel. By moving beyond simple click metrics and focusing on long-term impact, the team can now directly link branding efforts to measurable business results.

In one standout example, they found that a YouTube and display campaign, previously undervalued, was responsible for more than 60 test drive requests. These insights have helped shift the internal conversation around branding, providing data-backed proof that upper funnel activity delivers concrete results.

Key takeaways

• The extended attribution windows in Billy Grace finally showed the real value of top-of-funnel branding.
• Branding campaigns that once seemed intangible are now visibly contributing to test drive requests.
• Marketing budgets are now more confidently distributed between branding and performance.
• The team continues to expand their setup, with future goals including offline media measurement and using more automations.