Better than 4:1 ROAS over 11 months, beating a 3:1 target. Cost per Walk-Through™ came in 12% under a $5 goal.
The challenge
Brixx had grown steadily for 20+ years. Its marketing measurement had not kept up:
The first gap was weak segmentation and targeting. Brixx had struggled from the outset to segment and target its audience.
A second challenge was display ads it could not measure. Earlier display campaigns ran with no accurate read on in-store results.
The remaining issue was no per-location view. Brixx could not tell which results were being driven at which location.
The solution
Measure first: instrumenting 23 locations. Adentro (formerly Zenreach) switched on Walk-Through Rate™ at 23 Brixx locations for measurement. Guest WiFi gave each location a device-verified visit signal. That set a baseline before any new spend went out.
Deliver the campaign: one campaign per location. Brixx then ran social and display campaigns to drive visits to 12 of those locations. Each campaign was tied to one location. It sent people to that location's own landing page and menu.
Attribute: which campaign filled which room. Walk-Through Rate™ matched people exposed to each ad against verified visits within a seven-day lookback window. Foot Traffic Analytics broke the results out by location. Brixx could report which campaigns drove visits to which locations, and at what cost.
Optimize: consolidating spend. Director of Marketing Sydney Vassal credited Adentro's "AI audience optimization" and recommendations. The results led Brixx to consolidate its display spend with Adentro entirely.
Why the combination mattered
Guest WiFi provided an observed signal at 23 restaurants; campaigns were then activated for 12 individual locations, with destination pages matched to local menus; Walk-Through Rate™ evaluated exposure against visits within seven days; and Foot Traffic Analytics separated performance by restaurant.
The results
- Better than 4:1 ROAS over an 11-month period, against a 3:1 target
- 12% better than the $5 cost per Walk-Through™ goal
- 23 locations measured, 12 with active campaigns
- Brixx consolidated its display spend with Adentro entirely