39.9:1 ROAS on online revenue within two months. $2.05 cost per online order.
The challenge
DIG wanted to grow its online ordering business. Two things stood in the way:
The first gap was reaching people who had never tried DIG. Online orders had to come from net-new customers, not people who already knew the brand.
A second challenge was measuring both sides of the business. A guest might see an ad and order online, or see it and walk in. DIG needed one reliable system that counted both.
The solution
Understand: learn from known guests. Adentro matched known visitors in DIG's CRM to profiles in its Affinity Network. That revealed the real-world patterns DIG's customers share: where they go and how they behave.
Build the audience: find the next DIG customer. Adentro used those patterns to build prospecting audiences through the Affinity Network: people with the same habits who had never visited DIG. Because the seed was matched to verified visit behavior, the audience was grounded in what DIG customers actually do.
Deliver the campaign: built to sell. Adentro ran paid social campaigns to those audiences with a sales objective, optimizing for online orders as the primary KPI.
Read the outcome: online and in-store in one view. A tracking pixel and POS data measured online orders and their value. In parallel, Walk-Through Rate™ measured walk-ins as a secondary metric: when a guest connected to DIG's WiFi, Adentro matched that device-verified visit to the ad exposure. Together they gave DIG one view of what its advertising was matched to, whether the guest ordered on a phone or came through the door.
Why the combination mattered
Existing CRM profiles shaped Affinity Network prospecting; paid social optimized for orders; the ordering pixel and POS supported online-revenue measurement; and Guest WiFi with Walk-Through Rate™ supplied an independent, secondary store-visit view. The 39.9:1 reported ROAS applies to online revenue only.
The results
- 39.9:1 ROAS on online revenue
- $2.05 cost per online order
- 49.5% higher average order value than original projections