Portland Leather Goods produces the world's finest full grain leather products at unbeatable prices. Their philosophy is simple: they make the best leather goods they can for the lowest possible price, and then they sell them at the lowest sustainable markup.
Challenges
After the iOS14 rollout, the Portland Leather Goods team quickly felt the impact of the data loss. While Shopify still reported incoming revenue, core ROI metrics formerly identified via on-platform ad reporting dropped to near zero, making mapping conversions back to the ads and channels they came from next to impossible. The team knew they still had high-performing ads, but they were unable to determine which ads were winning - or even which channels were most effective for running conversion ads. Unreliable on-platform reporting required the PLG team to pull all of the data at their disposal and manually calculate core KPI's in enormous spreadsheets. The process was time consuming, and still didn't result in the detailed insights necessary to answer pivotal questions on marketing performance from the brand's leadership team.
Solution
The Portland Leather team implemented the Triple Pixel after seeing a friend post about Triple Whale on Twitter. Even just a few weeks after implementing the app and leveraging the available data, the team saw their performance moving back in the right direction. “Getting the attribution back was a no brainer,” McCoy (CMO) said, “And then it went further, finding out that we were more profitable than Facebook through Triple Whale reporting, even versus pre iOS 14. We were getting a better look into our performance than ever before."
Results
For the Portland Leather team, the Triple Pixel brought data accuracy back for powerful scaling, generating insights foundational to evolving the brand's marketing strategy. They also found that Triple Whale's Summary Page aggregated and calculated core business metrics, eliminating the need for time-intensive reporting. Some of their strategies include:
- Developing a Product Density Strategy Based on Pixel Data: Using Triple Whale, the PLG team is able to verify which purchases are associated with a given ad or ad set. This gives the team detailed insight into which ad creatives are better for directly selling a particular product versus those that are better suited for driving site traffic to explore a broader catalog. As this data was revealed, MacCoy and Matt developed a product density strategy that effectively drives traffic to products that consumers are more likely to purchase, in addition to products they'd like to sell more of. Using Pixel data, combined with their new campaign strategy, they scaled Circle Bag sales from around 55 units a day to 200 units a day. This led to an overall increase in annual revenue from about $1.5M to $5.6M!
- Optimizing the Portland Leather Affiliate Marketing Program: Prior to implementing Triple Whale, the Portland Leather marketing team was preparing to shut down their affiliate program due to lack of attributable revenue. Once they set up the Pixel, they quickly realized that their former influencer marketing platform was wildly underreporting conversions. Influencers and affiliates were actually driving significantly more revenue, and the channel had the possibility of scaling by the millions. The team reviewed the data, organized their discount codes, and then began scaling up their program once more. Portland Leather Goods is now on track to hit $3M+ in affiliate/influencer revenue by end of year 2023 - a significant volume of sales that would have been missed without Triple Pixel data.
- Focusing on Holistic Marketing Strategy: With data reclaimed in addition to essential marketing and business calculations available at a quick glance, the Portland Leather Team leveraged these critical insights to refine their marketing strategy across channels. Overall the PLG team has seen a +60% growth in Net Profit, compared to the year prior.
