How TOMS Cut CPL by 50% and Gained Full-Funnel Insights using Billy Grace

“Billy Grace helps us make decisions with confidence. We’re no longer guessing; we know where to invest and how to grow.”

Leticia Pérez Muñoz

E-commerce Manager EMEA

Results

8+ hours saved weekly on reporting

Reporting that previously consumed a full Monday of the whole team now wraps up by early afternoon. This time gain enables the team to focus on planning and strategy instead of manual tasks.

-50% cost per lead

By testing new creative formats like UGC and giveaways, the team leveraged Billy Grace’s cross-channel attribution to uncover not only cheaper leads on Meta but also higher-quality traffic across the funnel, enabling faster, data-driven scaling beyond the limits of platform dashboards.

Smarter spend decisions through Full-Funnel visibility

Despite mixed platform signals, Billy Grace revealed that Meta’s upper-funnel spend drove increased direct and organic demand while Google proved its strength as a lower-funnel driver. As a result, they maintained Meta investment and boosted Google budget, leading to the improved cost per lead.

Challenge

A lack of clarity impacted both strategic decisions and team efficiency. Before using Billy Grace, TOMS had limited visibility into their full marketing performance and saw room to improve how they measured impact across channels. The use of GA4 led to fragmented, modelled data, especially problematic across different European consent behaviours. While some markets were well-represented, others lacked sufficient visibility. This made it hard to trust channel performance and led to over-reliance on last-click dashboards.

Approach

Billy Grace replaced GA4 as the core analytics platform for TOMS’ marketing and DTC reporting. The Shopify integration offered a stable sales data foundation, while the attribution model provided cross-market consistency.

By testing new creative formats like user-generated content and giveaways to better understand what resonates with our audience. While Meta showed immediate performance shifts, the real value came from Billy Grace’s attribution insights. By connecting the dots across channels, Billy Grace confirmed that these creative changes not only drove cheaper leads in Meta but also contributed to higher-quality traffic downstream while focusing on product. This cross-channel validation gave the team the confidence to scale awareness and consideration campaigns, faster and back decisions with data beyond what platform dashboards alone could show.

On Meta, clicks rose by +2% and CPC dropped by -12% (H1 YoY), with impressions stable, signaling more efficient campaigns. Although Meta showed a drop in purchases and ROAS, Billy Grace revealed a lift in Direct and Organic traffic, with blended ROAS exceeding benchmarks. This showed our upper-funnel spend was driving demand, so TOMS chose to maintain investment.

In Google, TOMS increased budget while impressions fell, but both conversion rate and conversion value improved, confirming its role as a strong lower-funnel driver.

With better visibility, TOMS reallocated budget to high-performing markets, scaled branding campaigns, and leaned into creative formats like user-generated content. The Dutch market became a testing ground before rolling out strategies Europe-wide.

Weekly trade reports, product insights, and channel attribution are now all driven from Billy Grace, allowing the team to plan, adapt, and scale with confidence.

Key takeaways

• Billy Grace provided a single, unified view of performance across all channels, enabling smarter decisions and smoother team alignment.
• Full-funnel attribution gave TOMS the confidence to scale brand campaigns.
• ROAS insights helped reallocate budgets across markets and formats.
• The team now runs data-driven seasons, preparing proactively for seasonal dips and high-impact campaigns like Cyber Week.