How Alexander Crown reached 5.2x ROAS in every market

Alexander Crown was scaling ad spend across several markets and watching returns move the wrong way. Every market ran its own overlapping campaigns. The same creative ran everywhere, one size fits all.

Post iOS tracking gaps meant the numbers in the ad platforms disagreed with the numbers in the bank account. Leadership had lost confidence in the reporting. Without measurement everyone trusts, every budget decision is a guess.

Multi market retail makes this worse. Each market has its own margin, delivery cost and competitor set. One blended target hides four different problems. A campaign that looks fine at group level might be the one draining the budget.

That is the real cost of broken attribution. It is not the wasted spend. It is the paralysis that follows, because nobody will scale a channel they cannot verify.

We refused to optimize anything we could not measure. Step one rebuilt the measurement layer end to end. Server side events and per market dashboards now reconcile against actual revenue.

Only then did we touch the account. Overlapping campaigns collapsed into one clean funnel per market, with clear budget ownership. Creative moved onto weekly test and scale sprints: test fast, kill losers early, scale winners across markets.

Dedicated landing pages replaced the generic homepage for each market and offer. Technical SEO went underneath the ads so branded and category demand converts without a media bill. We ran paid media planning and search engine optimization as one plan rather than two invoices.

Reporting changed the culture more than the tactics did. One dashboard, one definition of a conversion, one number the finance team recognizes. The arguments about whose figure to believe stopped in the first month. Weekly reviews replaced quarterly post mortems, so a bad week costs a week rather than a quarter.

• Rebuilt tracking with server-side events and per-market dashboards that reconcile with actual revenue
• Collapsed overlapping campaigns into clean per-market structures with clear budget ownership
• Ran weekly creative sprints: test fast, kill losers early, scale winners across markets
• Built dedicated landing pages per market and offer instead of sending traffic to a generic homepage
• Layered technical SEO underneath so branded and category demand converts without a media bill

Click through rate rose 91% as the creative sprints kept the ads fresh. Revenue grew 186% over the engagement. Return on ad spend reached 5.2x, and not in one hero market.

It reached that level across every single market Alexander Crown sells in. That consistency is the part worth copying. A blended average hides the market that is quietly losing money.

The creative library also became an asset. Every test left a result behind, so the team stopped rediscovering the same losing angle twice a year. New markets now launch from a shortlist of angles that already work.

Budget meetings now start from numbers everyone in the room trusts. That sounds like a soft outcome. It is the one that let the brand keep scaling without an argument every month. Our other success stories repeat the sequence. Fix the measurement, then simplify the account, then spend on creative.