The Agency

Awelin is a Swedish digital boutique agency that supports entrepreneurs, investors and companies in their pursuit of digital success. Founded in 2017, Awelin provides expertise in performance marketing, e-commerce consultancy & creative production to drive growth and long-term results for their clients.

The Challenge

How can a marketing agency have more impactful, performance-focused conversations with their clients? How can they continue to win new clients as the marketplace becomes more and more competitive?

How can an agency evolve past being marketing & e-com specialists into a trusted, strategic partner?

Awelin faced three main challenges:
•  Becoming a strategic partner for their clients
•  Improving the efficiency of their operations
•  Growing their business and reputation

Becoming a strategic partner

To develop deeper, more strategic relationships with their clients, Awelin wanted a way to move beyond discussions of revenue, top line growth, CAC and ROAS (Return on Ad Spend). They wanted to present results in terms of the actual profit brought in, showing their clients the bottom-line impact of their efforts in real-time.

Improving the efficiency of their operations

Awelin was relying on client conversations to get the data they needed for campaign strategy. They needed direct access to detailed data, as it was coming in. They also wanted a way to ensure that the data they were using was 100% accurate and complete.

While ROAS was a strong metric for measuring revenue focused campaigns, it didn’t provide clarity into the profitability behind the revenue. This meant a lot of guesswork was required to determine which campaigns were actually driving the best bottom-line results, which slowed down operations.

Growing their business and reputation

With the marketing agency field growing larger every day, Awelin wanted something that set them apart from other agencies. Awelin prides themselves as a company that works on the cutting edge of tech, curating a best-in-class ecosystem of partners from each area.

Building on this strategy, they needed a partner in profitability tracking and optimization. This would be a key selling point in pitches, showing prospects that Awelin not only understood metrics like POAS® (Profit on Ad Spend), but knew how to use them to guide strategy, improve outcomes, and demonstrate value transparently.

The Solution

In 2021, Awelin started working with ProfitMetrics to gain the profitability insights and performance overview they needed. Their clients connected their cost data to ProfitMetrics, enabling Awelin to see the profit behind every account, campaign, ad, and order, in real-time.

Accurate data is essential to profit tracking, so Awelin also helped their clients set up server-side tracking through ProfitMetrics’ Conversion Booster, which increased the number of conversions they tracked by an average 17% compared to a server-side setup through Google Tag Manager.

This provided the complete view of performance that Awelin needed to begin using POAS® (Profit on Ad Spend) to determine the real impact for their clients.

Becoming a strategic partner

With the insights from ProfitMetrics, Awelin’s strategies and conversations changed.

Strategies

Awelin made a strategic shift away from selling the most products, to prioritizing the most profitable products. Efforts that would have once been considered successful were re-evaluated through the lens of profitability, changing the decisions they made and improving long-term outcomes.

Conversations

After implementing ProfitMetrics, client meetings became more strategic:
•  The profitability insights gave clients a stronger understanding of their performance, which led to more meaningful and data-driven discussions.
•  Adding POAS® brought up conversations about what was causing the gap between revenue and profit, and how they could work together to drive more profitable growth.

These discussions both strengthened the collaboration between Awelin and their clients, and kept everyone aligned on the goals that mattered most: profitability and long-term success.

Improving the efficiency of their operations

Awelin no longer had to reach out to clients for detailed data; with ProfitMetrics’ Real-time Dashboard, they had access to every client’s backend numbers at a glance. They were able to graph and compare metrics like POAS®, Lifetime Profit, and Blended ROAS (MER) to find patterns and opportunities to discuss with their clients.

This saved Awelin time on reporting, while giving them more meaningful insights to use in planning their strategy.

Finally, with POAS® as a primary KPI, they were able to see bottom-line results immediately. They no longer had to spend time and effort determining the most profitable campaigns to scale based on ROAS and guesswork.

Growing their business and reputation

Awelin began using their partnership with ProfitMetrics as a selling point in pitches, telling clients: “We don’t offer our own tech but we collaborate with partners that are best in the business.”

They were able to frame themselves as a tech-forward agency that could create profit-driven strategies, and back up the results with real-time data.

ProfitMetrics didn’t just help Awelin stand out in a competitive market, it showed their prospects that the ability to focus their strategy around profit was a need-to-have. And that through their partnership with ProfitMetrics, that was something Awelin could deliver.

The Results

Through their partnership with ProfitMetrics, Awelin was able to transform their clients’ businesses, and their own.

Clients saw them as a true strategic partner; meetings became focused on building strategies to enable actual, bottom-line impact. Reporting became faster, easier, and more accurate. And Awelin was able to position themselves as the best-in-class option to their prospects, and win more pitches.

• +Client win rate
• +Reporting speed and accuracy
• +Client trust
• +Market positioning