Clarity across a challenging marketing and sales funnel

The Multi-Channel Attribution Puzzle

Nelsons is a staple of the retail landscape, with a massive presence in stores like Boots, Waitrose, and Holland & Barrett. However, as they scaled their online offering, the path to purchase became increasingly complex. Shopify often acted as the digital storefront for browsing, while Amazon served as the final checkout—creating a complete breakdown in attribution.

• The Problem: Amazon sales existed in a vacuum, making it impossible to connect a transaction to the specific marketing effort that drove it.

• The Impact: Without knowing which ads triggered Amazon conversions, the team was unable to optimize their spend or scale their digital growth effectively.