Results

Wakefit’s ADH implementation delivered a game-changing transformation in how the brand links media spend to real-world sales, especially in the highly fragmented South Indian market. By building a privacy-safe querying engine within Google Ads Data Hub, Wakefit seamlessly stitched together offline store, marketplace and website transactions with YouTube ad exposures. A proprietary Bayesian baseline model then quantified the true incremental lift from brand videos, while a causal engine stripped out marketplace-driven spikes to isolate pure media impact. Key Findings: Frequency sweet spot: Beyond five video exposures, conversions jumped, driving a 50% gain in media efficiency—and unlike many channels, conversion rates continued climbing at higher frequencies. Influencer power: Video ads featuring influencers outperformed static creatives, delivering a 6.7% incremental return. Lagged effect: About 80% of all sales influenced by a YouTube ad materialized within 100 days of first exposure. Armed with these insights, Wakefit reallocated budgets toward high-impact video platforms and onboarded 147 influencers, sparking a 46% surge in brand-search queries nationally. In South India—Andhra Pradesh, Telangana, Tamil Nadu, Kerala and Karnataka—Wakefit achieved a 58% higher share of branded searches versus its nearest rival, reclaiming lost market share and establishing a new gold standard for sales attribution and media optimization.