How Livestorm tripled ROAS in one year with Attribution’s marketing insights

About

Livestorm is a Series B company with over $30M in total funding that offers a browser-based platform for organizing and hosting engaging marketing webinars. Favored by prominent companies like Zapier, Revolut, and Elevenlabs, Livestorm has facilitated countless online events for thousands of global users since its inception, with a focus on enterprise customers and large companies.

“Attribution has been with us since 2016. No other tool we’ve come across allows you to drill into all marketing touch points across online and offline channels with this level of precision.”

Thibaut Davoult

VP of Growth Operations @ Livestorm

Back in 2016, Livestorm had just launched a customizable webinar platform that enhanced audience engagement for companies across all verticals. While user adoption was accelerating rapidly, their leadership team recognized that sustaining this momentum would require a more strategic approach to marketing. 

Central to this strategy was visibility into how each of Livestorm’s channels influenced conversions and customer retention. Thibaut Davoult, VP of Growth Operations, explains, “We had a solution to capture customer data, but we wanted more detailed, actionable information.”

So Livestorm turned to Attribution, their marketing analytics platform, to help them attract more high-value users and drive scalable growth by:

• Identifying high-performing acquisition channels: Livestorm needed attributable insights from multiple channels, including live events. And they wanted to track Google Ads, affiliate partnerships, and organic exposure in a single platform.
• Measuring the impact of each touchpoint on conversions: “Our customers have different paths to paid subscriptions — small businesses often start with our freemium account, while enterprise clients request a demo first,” says Thibaut. “We wanted to better understand the customer journey for each segment.”
• Maximizing the return on every marketing dollar: Since existing users’ webinars create a lot of organic interest, Thibaut wondered if they could refine their ad targeting for lower CAC and higher ROAS.

The platform mapped the entire customer journey — from demo to paid user — so Livestorm knew it would provide exactly what he was looking for.

“In the earliest stages of your company, it’s critical to know where your loyal users come from. The team needed an attribution tool that could make sense of our performance data and help us optimize our marketing strategy.”

Thibaut Davoult

VP of Growth Operations @ Livestorm

Using Attribution’s proven multi-touch attribution models, Livestorm built a detailed performance overview that mapped precisely how customers discover and engage with Livestorm over time.

These insights live in an intuitive dashboard that Thibaut can filter by channel, campaign, touchpoint, and even individual user. Granular visibility lets him easily trace the path of every user across key conversion events — sign-ups, demo requests, and paid subscriptions — to allocate resources to top-performing acquisition channels.

To drill deeper into campaign performance, Thibaut uses Attribution’s:

• Full-funnel, omnichannel insights: With Attribution, Thibaut optimized Livestorm’s Google Ads strategy, diverting spend to campaigns that actually converted and pulling back from those that didn’t measure up. He also quantified the contributions of every affiliate partner to determine which ones to prioritize.
• Detailed customer journeys: Since Attribution assigns each visitor a unique ID that stays with them across platforms, Thibaut analyzed how real Livestorm users progressed through the funnel, including which channels produced loyal customers, what moments prompted conversions, and how they shaped long-term retention.
• Comprehensive ad spend analytics: With Attribution connected to Livestorm’s full marketing stack, they get real-time insights into CAC Payback and LTV:CAC in a single intuitive interface. These metrics allowed them to see that organic traffic produced better results than branded ads, saving them thousands of dollars each month.

“Attribution helps us see the full picture — not just conversions to free users, but the entire journey to paid customers and beyond. This enables us to evolve our marketing campaigns and shift our spend with confidence.”

Thibaut Davoult

VP of Growth Operations @ Livestorm

Nine years into the partnership, Livestorm has become an industry-leading platform for virtual events. And they still rely on Attribution to optimize ad spend and bring in loyal customers that drive consistent revenue.

This long-standing relationship has generated some impressive results: 

• 3x increase in ROAS after eliminating underperforming ads
• 240 hours saved annually on ad hoc manual analysis
• $360k+ saved annually with more efficient marketing spend
• 3x improvement of LTV:CAC in one year

Moving forward, Thibaut plans to use Attribution’s actionable reporting to hit new ambitious milestones. In particular, now that their team has more time to invest in growing their customer relationships, he aims to boost their LTV:CAC by another 25% — a new all-time high.

“Attribution uncovered revenue and cost savings opportunities we would have never identified without granular visibility into our marketing performance. We shifted our Google Ads spend toward profitable campaigns and identified the more effective affiliate partnerships.”

Thibaut Davoult

VP of Growth Operations @ Livestorm