ShareTrip: fixing attribution cut CAC about 25%

The problem

ShareTrip was spending on search, social and remarketing to drive bookings, and the reporting said most of it was working. It wasn’t telling the full truth. Our conversion tracking was double-counting bookings, so every channel looked better than it was, and the budget decisions built on that data were off by the same amount.

Nothing about it looked broken. Campaigns kept running and dashboards kept filling. The gap only showed when we lined up what the platforms reported against the bookings the business actually recorded.

What I did

Fixed the measurement first. I rebuilt the Firebase conversion tracking and cleaned up the attribution so each booking was counted once and credited to the right source. Before that, every optimization was steering by an inflated number.

Moved budget on the corrected data. With honest numbers, the cost of a real customer per channel became visible. Spend moved toward the campaigns and audiences that actually produced bookings, and away from the ones that only looked good in the old reports.

Built out the full funnel. I led the media, creative, strategy and planning team, with external agencies under that, across paid search, paid social, SEO and remarketing. We ran remarketing and lifecycle campaigns to bring back users who dropped out of the booking funnel, ran campaigns for hotels, flights and holiday packages, and directed website content and SEO through the internal design team.

The results

CAC came down about 25%. Online revenue grew 3x over the period, and the repeat booking rate rose 25%. No single campaign change in that year came close to the impact of fixing the tracking.