Enhances Customer Insights and Marketing Strategies with GA4

Creator spend, clarified. ROI scaled for Ghostrunner 2

−41% Cost per Sale, +29% ROAS,

Top 8 creators → 76% of conversions

Objective: Prove which creators and channels actually drove sales. (Figures skewed for integrity)

Challenge / Insight / Outcome

• Challenge: Big spend, no clear ROI.

• Insight: Timelines + UTM + Steam exports gave directional attribution.

• Outcome: Budget shift → +29% ROAS.

Approach

1. Collected creator + ad data

2. Correlated spikes with sales

3. Ranked CPW / CPS

4. Analyzed sentiment themes

5. Delivered reallocation plan

Channel Performance

• YouTube: £4 CPS | 49% of sales | strong tail

• Twitch: £13 CPS | launch hype only

• TikTok: £5 CPS | efficient new reach

• Press: Assist role, credibility

Creators

Top 5 drove 70% of conversions. Long-tail spend cut.

Sentiment

64% positive • “movement flow” praised • complaints: difficulty spikes.

Before / After

• Before: 40 creators, flat spend, CPS £10.9

• After: Top 8 focus, CPS £5.2 (−52%)