Smart Attribution = New Growth Channels: Story of Astratex, Ovečkárna & Grizly 

The challenge

Astratex, Ovečkárna, and Grizly are among the most successful Czech-born e-commerce brands, each with a strong focus on expanding their footprint in Europe. Astratex is the leading online lingerie retailer operating across 15 countries; Ovečkárna specializes in wool-based health and comfort products and sells in 12 countries; and Grizly, a prominent brand for healthy food and snacks, is active in 7 European countries. 

As their international growth accelerated, so did the complexity of their digital marketing ecosystems. With dozens of active channels, campaigns, and tools, the companies increasingly struggled to evaluate their performance effectively. 

Initially, they relied heavily on Google Analytics 4 (GA4) to measure the impact of their marketing investments. However, as they soon realized, GA4 significantly overrepresents direct and own-brand traffic, offering a skewed and often misleading picture of what was really driving conversions. Moreover, GA4 lacks the capability to evaluate the contribution of upper-funnel campaigns, particularly those running on platforms outside Google’s ecosystem. Key touchpoints, such as impressions on platforms like Facebook, Pinterest, or TikTok, were completely invisible to its standard attribution logic. 

Another critical issue was data inaccuracy. None of the brands had the ability to integrate real transactional data from their order management systems into GA4. This meant performance data didn’t reflect crucial business realities such as returns or cancelled orders. A fact, particularly painful for Astratex, where returned orders play a significant role in the economics of the fashion industry. 

 “We used to rely on up to 20 different platforms from which we pulled data into our Power BI. It took one and a half people working on it every single day, that’s easily 50 hours a week just spent importing, cleaning, verifying data and building reports.” 

Marek Pech, Head of PPC at Astratex & Ovečkárna 

The result? Media budgets were allocated inefficiently. Channels that appeared to perform well through GA4’s lens received more investment, while genuinely effective upper-funnel activities or high-margin campaigns were overlooked. A serious concern when in today’s economic environment, marketers are constantly under pressure to do more with less, meaning every bit of ad spend must prove its value. 

Beyond attribution, another bottleneck lay in the reporting process itself. Marketing teams were juggling data from over 20 different tools, manually cleaning, consolidating, and visualizing performance reports – a process that consumed up to 50 hours of specialist time every week. Producing actionable insights at the C-level became a daunting task. Something had to change.  

The Solution

In mid-2023, all three brands turned to Roivenue to take back control of their marketing intelligence. The implementation process began by integrating their GA4 data as a foundational input – traffic sources, conversions, and user behavior remained essential components. But this time, the data was enriched and cross-referenced with actual marketing spend from platforms such as Google Ads, Meta, Bing, Criteo and many others.  

One of the most powerful upgrades came through Roivenue’s proprietary Synthetic Impressions Methodology. Unlike GA4, Roivenue’s multi-touch attribution (MTA) model is capable of assigning value not just to clicks, but also to impressions from so-called “walled garden” platforms like TikTok, Pinterest, Facebook, Snapchat, or YouTube. After inserting these impressions into the larger conversion path, brands are able to finally understand the real upper-funnel impact of their campaigns, which had previously been ignored.  

But Roivenue didn’t stop there. Transactional data from each client’s internal systems was also integrated, providing not only full-funnel visibility, but also depth. Orders not tracked by GA4 (due to cookie restrictions, for example), data on margin, or whether the buyer was a new or returning customer – all became part of the model’s intelligence. Performance evaluation could now happen on the level of profit, not just revenue. And crucially, this data was automatically cleansed of returns and cancellations. 

Because Roivenue consolidates all marketing and sales data into a single, accessible platform, these multinational brands no longer needed to manually hunt for fragmented metrics across disparate systems. The time spent on reporting dropped from 50 hours per week to just 2. And for those who still wanted to use custom dashboards or BI tools, Roivenue’s data export capabilities ensured that teams could easily feed performance insights into Looker Studio or other internal solutions. 

The Impact

By applying an advanced AI-driven attribution model built on recurrent neural networks (RNN), Roivenue was able to evaluate the complete customer journey for each of the brands – down to the most granular behaviors. This allowed for more intelligent decisions not just at the channel level, but at the level of individual campaigns, creatives, and even ad groups. 

Perhaps one of the most revealing insights came when Astratex compared its GA4 data with Roivenue’s attribution results. In Q1 2025, Roivenue attributed 270% more revenue to Meta platforms than GA4 had suggested. This dramatic difference was due to Roivenue’s ability to factor in non-click interactions – particularly impressions – which GA4 completely ignores. The message was clear: Meta was significantly more impactful than previously thought. 

Q1 2025: Net Revenue, Astratex 

The Growth

To measure the real impact, we looked at each brand’s performance in their first year of using Roivenue (Year 1) compared to the previous year without it (Year 0). 

All three brands saw an average increase of 18% in conversions year-over-year. But more importantly, their profitability rose sharply. Because Roivenue enables brands to evaluate channels not just by revenue but by profit – and links this data to real margins – they were able to confidently invest in campaigns that delivered true business value. 

Conversions: Astratex & Ovečkárna & Grizly 

In parallel, Roivenue’s data integration allowed the brands to focus more precisely on customer acquisition. For example, Ovečkárna identified high-performing campaigns on the German market through Criteo, where optimizations based on Roivenue data led to a 32% increase in new customers year-over-year.

New Customers: Ovečkárna 

Conclusion

The transformation of Astratex, Ovečkárna, and Grizly shows what’s possible when e-commerce brands move beyond last-click attribution and begin evaluating marketing through a truly customer-centric lens. 

With Roivenue, these fast-growing brands were able to eliminate blind spots, unlock the hidden value of upper-funnel activities, and allocate their budgets based on what really drives profitable growth. They not only reduced reporting time by 96% but built a foundation for smarter, scalable decision-making across multiple markets. 

This topic was also covered in our recent webinar – watch the recording HERE.