RetentionX | E-Commerce Growth OS

ARCHIVIST uncovered 23% more conversions and 54% more revenue using RX Identity. Conversion tracking and attribution reveal the true ROI behind RX Identity’s blend of speed and strategy.

+23 %

Conversions Captured

Vs. Google’s Own Reporting

+54 %

Revenue Tracked

More Google Revenue Attributed

99.9 %

Test Significance

Statistical Significance

Over the 4-month test period, Google reported 1,193 conversions worth $327,003, while RX Identity captured 1,471 conversions worth $505,415. A 99.99% significance confirms RX Identity revealed genuine, incremental conversions that Google’s short attribution windows missed.

Case Intro: A Blind Spot

Attribution is broken. Every brand knows it, including our client, ARCHIVIST. Connecting the customer journey across sessions, devices, and time has only gotten more difficult as privacy updates and tracking platforms all bring their own biases and ways of attributing revenue.

Simon Maier, founder of ARCHIVIST, set out to redefine how fashion enthusiasts access designer collections. His digital archive serves as the official outlet for renowned brands providing access to exclusive capsules, limited sales, and designer collections. Operating as a members-only platform, customers register with their email to gain access to limited weekly drops and return when new items are launched.

This unique business model drives high conversations but also comes with longer conversion windows making the attribution challenge we all face that even more complex.

Simon Maier,

Founder of ARCHIVIST

“We knew the conversions were there, but the numbers either didn’t show it or they over-reported it. It made justifying ad spend feel like guesswork.”

Especially for Google, one of ARCHIVIST’s most important acquisition channels, accurate tracking was critical — yet multi-device journeys and Google’s short attribution windows obscured campaign value. Like many DTC brands, ARCHIVIST needed clarity to scale confidently.

RX Identity: A Game-Changer for Attribution

RetentionX’s server-side conversion tracking and identity resolution was designed to unify customer journeys across devices and time.

ARCHIVIST, already a long-time RX user, jumped at the chance to take it for a test drive. Unlike solely cookie-based tracking, RetentionX real-time identity resolution connected everything—from ad clicks to email signups to purchases, and every action in between. RX stores, logs, and matches every event to customer profiles to give a complete 360-degree view of your business and the customer actions and behaviors within it.

When paired with RX’s Conversion API, ARCHIVIST was easily able to push complete and enriched events data to Google Ads, revealing true ROAS. “It plugged into our setup and started delivering reliable tracking instantly,” Simon notes. Over four months, they tested it across 11 campaigns with a $40,000 ad spend.

Simon Maier,

Founder of ARCHIVIST

“RX Identity showed us what was really happening. Campaigns we thought underperformed turned out to be some of our strongest drivers. Weekly reviews shifted from debates to data and smarter budget allocation.”

Results Re-Defined Success

The impact was undeniable. Google’s standard tracking reported 1,193 conversions worth $327,003. But RX Identity captured 1,471 conversions worth $505,415—a 23% lift in conversions and 54% in revenue, and an implied 18% improvement to CPA validated at 99.9% significance.

Standard tracking resulted in misleading and incomplete data. Campaigns that were actually profitable long-term had appeared unprofitable, resulting in misallocated budgets. With RX Identity, ARCHIVIST’s revenue engine was redefined with a genuine, accurate view of ROAS, and revealed that Google Ads delivered 54% higher returns than initially reported.

Metric	Google Tracking	RX Identity Tracking	Uplift
Conversions	1,193	1,471	+23%
Revenue	$327,003	$505,415	+54%
Est. Incremental ROI	—	$178,412	4.5x

Conclusion

ARCHIVIST’s story proves what most brands suspect: broken attribution hides real performance and undercuts ROI. With RX Identity, the hidden value of marketing was finally visible—a true return on ad spend.

Simon Maier,

Founder of ARCHIVIST

“With RX Identity, we can finally invest with confidence. We’re no longer guessing—we’re scaling with authority instead.”