MPB partnered with Alvie to move beyond the limitations of GA4's last-click attribution and understand what drives incremental growth. By revealing the real value of demand-creation channels like Meta and PMax, MPB gained the confidence to shift budgets away from over-credited channels and scale genuine growth drivers.
As a leading global platform for buying, selling, and trading used photography and videography equipment, MPB operates with two customer funnels: "Buy" and "Sell". To sustain their growth at scale, MPB wanted to understand the true drivers of incremental revenue across both funnels. Historically reliant on GA4, the team suspected a major attribution imbalance: low-funnel channels were likely being over-credited, whilst upper-funnel, demand-creating channels were being undervalued. MPB implemented Alvie to rebalance this last-click distortion, get a better idea of what was generating demand, and guide smarter budget reallocation.
Alvie's Attribution model revealed that low-funnel channels were significantly over-attributed in GA4, whilst Meta, TikTok and Google PMax were materially under-recognised. Armed with these insights, MPB took action. They shifted budget away from the low funnel to scalable growth drivers like PMax, Meta, DV360, TikTok, RTB House, and Demand Gen.
Alvie's insights proved that GA4 was severely undervaluing influencer content. By proving a 20-30% potential revenue uplift in the US and UK, MPB secured global paid rights to scale high-performing influencers via paid media. These insights gave them the confidence to increase Meta and TikTok budgets using new influencer creative tests. The impact was immediate: during a period where most other channels saw quotes decrease by at least 10%, this strategic push drove month-over-month quote increases (+28% on Meta and +128% on TikTok) directly in line with the increased spend.
Beyond simply upgrading their attribution, Alvie fundamentally changed decision-making at MPB. The platform gave the team greater confidence in what actually creates demand, and the ability to optimise budgets faster. By highlighting that a unified attribution model could unlock a potential 17% revenue increase in the UK with flat budgets, MPB is now perfectly positioned to allocate their budgets where the growth potential is highest.
