TileCloud Confidently Keeps the Pedal to the Metal with Prescient AI

TileCloud is changing home renovation for customers across Australia by making it easier (and more fun) for people to find and order tiles. They've historically relied on their ad platforms and Google Analytics data using pixels and Google Tag Manager to track their customer interactions.

TileCloud has a unique sales cycle that's fundamental to the tile-buying process. Their acquisition of new customers comes in two parts: Customers' first purchases are small—they're ordering samples to preview in their homes before they go on to purchase tiles. Because of this, the second purchase is typically a much larger one and is often placed days or weeks later. With two dramatically different AOVs built into the customer journey, ROAS isn't a completely helpful metric for TileCloud.

Understanding the value of top-of-funnel

With Prescient, TileCloud was finally able to put a more accurate ROAS value on their top-of-funnel campaigns—one that worked with their unique business model. That's because the platform includes halo effects, a measurement that's missing from how attribution is modeled in ad platforms.

Introducing halo effects—how your campaigns influence downstream interactions with a brand through direct traffic, organic traffic, or branded search—gives a ROAS metric for top-of-funnel campaigns that more accurately captures their effects.

Since Prescient's model doesn't need pixels to work, the platform inherently looks beyond pixel attribution windows and uses that information to produce a ROAS that's modeled back to the starting event. Incorporating halo effects into the measurement allows Prescient to provide a more apples-to-apples ROAS for clients with unique customer journeys like TileCloud.

Your data, clearer and simpler

To make decisions more quickly, the TileCloud team was able to view all metrics in one clear and simple dashboard since Prescient aggregates information from every data source TileCloud connected—without removing or obscuring any information.

The halo effects reports that allowed TileCloud to use ROAS also reflected their team goals. Since the dashboard focuses on acquisitions through these reports, it aligns with their team priority to focus on growth.

Prescient offered a steady, reliable source of information

Although TileCloud signed on to Prescient knowing about pixel limitations, their pixels soon threw them a new challenge. In early 2023, one of TileCloud's pixels wasn't tracking all sessions. Their Google Ads reporting was particularly challenging: spend, clicks, and impressions were up; CPC and CPM were down; however, their Google Ads platform reported revenue and ROAS were down nearly 30%, despite no change in actual ecommerce revenue.

Since Prescient doesn't use pixels, the dashboard was able to track TileCloud's sessions without interruption—and the revenue reported was a steady heartbeat that matched their internal numbers—while pixel-reliant Google Ads struggled to make sense of less pixel data and assumed revenue went down.

Results

• Prescient's dashboard reported sessions and revenue that matched TileCloud's internal numbers, while Google Ads showed revenue and ROAS down 30%.
• TileCloud was finally able to put a more accurate ROAS value on their top-of-funnel campaigns.
• TileCloud avoided turning off campaigns that were working by using Prescient's reporting that accurately reflected their revenue.

TileCloud has moved forward confidently, knowing their Prescient dashboard will capture data about their sessions even if problems pop up with their pixels in the future.