Enhances Customer Insights and Marketing Strategies with GA4 (Copy)

Written By Sam .

ROI Audit: Dredge (Team17)

−28% CPS,

+35% ROAS,

Top 6 creators → 72% of conversions

Brief

Client: Team17
Objective: Prove which creators and channels actually drove sales vs. wasted spend.

Challenge / Insight / Outcome

  • Challenge: Big influencer push, unclear ROI.

  • Insight: Overlaid creator activity with Steam reviews + sales spikes.

  • Outcome: Modeled reallocation → +35% efficiency.

Approach

  1. Collected creator + channel activity

  2. Correlated with Steam sales & reviews

  3. Ranked CPS / CPW efficiency

  4. Analyzed sentiment themes

  5. Modeled budget reallocation

Channel Performance

  • YouTube: £4 CPS • long-tail ROI

  • Twitch: £12 CPS • launch hype only

  • TikTok: £6 CPS • organic buzz extended tail

  • Press: Assist role • credibility

Creators

Top 6 creators drove 72% of conversions. Cutting long-tail spend doubled efficiency.

Sentiment

  • 70% Positive • 20% Neutral • 10% Negative

  • Themes: “Atmosphere” • “Fishing” • “Chilling” • “Short length”

Before / After

  • Before: 40+ creators, flat spend, CPS £11.2

  • After: Top 6 focus, CPS £5.8 (−48%)

Next Steps

  • 📈 Double narrative YouTube creators

  • 🔄 Reduce Twitch weighting

  • 🌍 Localize TikTok push for Asia/EU

Contact us
Sam .
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Enhances Customer Insights and Marketing Strategies with GA4