In digital marketing, many businesses unknowingly pay a hidden tax: the cost of making decisions based on incomplete or misleading data.
Roivenue partners with Effectix, a leading digital agency and proud Google Premier Partner, as well as a member of CEEDA. Effectix goes far beyond simply “clicking ads” – their approach is rooted in building strategic, long-term partnerships and delivering real business outcomes. That focus on real business outcomes led to a key realization: they couldn’t keep relying on the flawed data other platforms were feeding them.
As Effectix put it: “We first turned to Roivenue for its advanced attribution models — combining both clicks and impressions, including post-impression conversions. It didn’t take long to see just how big the gap between GA4 and Roivenue really was.” – Antonín Hofr, Social Ads Specialist, Effectix)
One of the clients Effectix works with is JabkoLevne.cz, operating in a highly competitive niche: refurbished and like-new Apple products. In this market, two things matter most – price and trust.
Meta Is Undervalued
One of Roivenue’s key strengths was its ability to accurately measure the impact of Meta ads. GA4 consistently undervalues them because it relies on last-click attribution and ignores impressions. In Roivenue, Meta’s role in conversions was much clearer — roughly aligned with Meta’s own reporting models, somewhere between 7-day click + 1-day view and 7-day click attribution.
With this data in place, Effectix was able to scale the Meta advertising budget by 4× over several months – without sacrificing ROI. None of this would have been possible without a strong data foundation and confidence in the attribution model.
As the investment in Meta Ads grew nearly 4× over the course of several months, performance held strong. Even at higher spend levels, Meta consistently delivered an outstanding ROAS of around 15 – meaning every €1 invested returned about €15 in revenue. This gave Effectix the confidence to keep scaling without fear of diminishing returns.
TikTok Turned Out to Be the Dark Horse
It performed well within the platform, but only through Roivenue did Effectix discover its real impact across the full conversion path. That insight gave the agency the confidence to increase the TikTok budget fivefold, without compromising ROI.
Despite fairly modest costs in TikTok, in the first half of the year, the ROAS held steady, hovering between 8–10. But in July 2025, there’s a clear shift – spending skyrockets toward CZK 300,000+, while ROAS slightly dips. This suggests that while TikTok can deliver strong efficiency at lower budgets, scaling spend tests the channel’s ability to maintain the same return levels.
Additional Insights from the Data
- Google Ads campaigns were overestimated by an average of 6.6% when using GA4’s Last Touch attribution.
- TikTok’s impact was underestimated by 100%.
- Most strikingly, Meta’s contribution was underestimated by an astonishing 450%.
It’s widely recognized that GA4 tends to undervalue social networks, whereas the platform’s view-through attribution often overstates their impact. Effectix typically assessed Meta sales directly within the platform using a 7-day click attribution window, rather than relying on GA4. The surprise, however, was that Roivenue revealed that even these figures were significantly underestimated — by roughly 80%.
Guided by Roivenue data, Effectix reallocated a portion of the budget from Google to social networks which demonstrated a stronger contribution across the entire conversion path.
Results: A Bold Strategic Shift and 58% Revenue Growth
In just four months, the share of the total marketing budget allocated to social networks jumped from 9% to 48%.
The results confirmed that the decision was right. Over the same four-month period – without increasing the total budget – they achieved a 58% increase in total revenue.
Total spend was climbing steadily from around CZK 1.45M in January to CZK 2M+ in July. Meanwhile, the yellow ROAS line shows how efficiently that spend converted into revenue. The story here is encouraging: as investment grew, efficiency didn’t collapse. On the contrary, ROAS improved through spring, peaking almost 15 in June, and only slightly easing in July as spend hit its highest point. In other words: the business is successfully scaling while keeping returns healthy.
Roivenue revealed that GA4 was underreporting the impact of social media – and that a big chunk of the budget was simply in the wrong place. Shifting spend from Search and PMax to Meta and TikTok wasn’t exactly an easy call, but the results speak for themselves.
This success is the result of better attribution and the courage of digital agency Effectix to follow data, even when it challenged conventional wisdom. Today, JabkoLevne.cz is growing faster and spending smarter.
This success story is just one example of what’s possible. Discover more client case studies to see how we’ve helped other businesses reach their goals.
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