38% more in-store revenue—measured beyond the platforms.

The brief

Turn rising investment into measurable business growth.

Skaras Jewels approached AdGurus to improve the commercial results of its digital marketing campaigns. Although the business had increased its investment year after year, the growth it expected had not followed. The challenge was to turn that rising spend into clear, sustainable momentum across both ecommerce and physical retail.

The central measurement challenge was that a meaningful share of digitally influenced customers completed their purchases in store. Standard platform reports could show clicks and online conversions, but they could not fully explain advertising’s impact on physical-store revenue.

Success therefore had to be evaluated beyond advertising dashboards, using the commercial result that mattered most to the business as the primary KPI.

The approach & results

A broader measurement lens revealed incremental impact.

We created full-funnel coverage across awareness, consideration, and conversion activity, ensuring the brand remained visible from initial discovery through high-intent product and branded searches.

• Full-funnel media: Balanced demand creation with demand capture instead of optimizing only for the conversions easiest to track.
• Media-mix experimentation: Tested controlled changes in channel mix, campaign emphasis, timing, and budget to observe their relationship with total commercial performance.
• Triangulated measurement: Read platform data, GA4 behavior, campaign timing, and store revenue trends together rather than treating any single source as complete.
• Business outcome: The strategy produced a 38% year-over-year increase in in-store revenue while also strengthening traffic, qualified reach, awareness, conversion performance, and ROI.