About PERGOLUX
PERGOLUX is a global e-commerce brand selling premium pergolas and terrace roofing solutions across multiple markets worldwide. With over 200 employees, the company operates at significant scale, but their business model differs from typical e-commerce in important ways. High average order values in the thousands mean longer consideration periods, and the buyer journey often spans several months from first touchpoint to purchase. Much of the company’s growth is driven by lead generation rather than direct online transactions, requiring a marketing approach built around nurturing, qualification, and sales-assisted conversion. These characteristics create attribution and data challenges that one-size-fits-all solutions are simply not designed to handle.
Challenges & Problems
Before adtribute, PERGOLUX had no functioning attribution or BI setup. The company had experimented with other tools but never reached a point where they delivered reliable insights, in part because the tools lacked the flexibility to accommodate PERGOLUX’s specific use case.
I would say we didn’t really have a proper setup. We were using in part other tools that we never set up properly is probably part of the truth. The other part of the truth is also that maybe it wasn’t flexible enough to handle our use case necessarily.
Without trustworthy data, the team was left guessing when performance dipped. For a company investing heavily in lead generation across multiple markets, that guesswork carried real cost. Every underperforming campaign raised questions the team simply couldn’t answer.
As a result of that, we were pretty much blind in a lot of areas. So when performance was not meeting expectations, then the question is, of course, why is that the case? And when you then don’t have the data available, then it becomes quite painful and a lot of guesswork.
The tools available on the market were built for shorter, more straightforward e-commerce funnels. For a business with buyer journeys spanning months and revenue tied to lead quality rather than immediate transactions, nothing fit out of the box. And when the perceived effort of making a tool work outweighs the expected value, it never becomes a priority.
I think it was in part a priority issue, and in part also maybe just a certain impression like the other tool wouldn’t be able to handle certain things that we needed it to do.
Solution with adtribute
PERGOLUX implemented adtribute in late 2024, drawn by two critical differentiators: complete flexibility in building custom solutions and exceptional customer service. This combination proved essential for handling their unique lead generation requirements and complex buyer journey spanning several months.
The main difference with adtribute for us was that we really have full flexibility in basically building whatever we need combined with the great customer service basically that you guys offer.
The platform’s flexibility became crucial for PERGOLUX’s specialized needs, allowing them to create custom reports and metrics that standard e-commerce attribution tools couldn’t support. With over 25 custom reports, predictive lead quality metrics, and granular lead steering capabilities, adtribute enabled entirely new ways of understanding and optimizing their marketing performance.
So, that flexibility was really, really nice for us because we have a bit of a special use case in terms or a special situation, let’s say in terms of e-commerce given our long buyer journey. There are in parts different reports maybe that we need than most other e-commerce brands.
Over the course of the partnership, adtribute built a reporting and analytics layer tailored specifically to PERGOLUX’s lead generation model. With over 25 custom reports serving different stakeholders across the organization, the platform has become central to how the company evaluates and steers its marketing investments.
The foundation is a set of custom metrics that go beyond standard e-commerce KPIs. One of the most impactful is an expected net revenue metric, custom-built to solve a problem specific to PERGOLUX’s business model. Because a large share of orders are placed via prepayment or created by the sales team, not every order ultimately converts into realized revenue. Default rates vary significantly by payment method, which makes it difficult to judge marketing performance based on day-one order data alone. adtribute predicts these default rates based on historical patterns and payment method behavior, projecting on day one what actual net revenue will look like 90 days out. This gives the marketing team a reliable, real-time view of campaign performance instead of waiting weeks for the picture to clear.
Reports are structured around how the team actually makes decisions. Lead performance can be viewed by market, channel, and custom channel categories that reflect PERGOLUX’s internal taxonomy rather than platform defaults. To connect leads to actual revenue, adtribute also built a set of lead cohort reports that show how cohorts have developed historically. Rather than surfacing a single predicted value per lead, these reports expose trends across dimensions like date, lead lists, and ad campaigns, with the option to view data as numbers or percentages, incremental or cumulative. The team uses this view of historical cohort behavior to derive their own predictions and budget decisions for upcoming campaigns.
For major lead generation initiatives, dedicated reports provide further granular breakdowns that allow spend and targeting to be adjusted while campaigns are still running.
The platform also maps the full customer journey across both of PERGOLUX’s sales paths. Some customers complete purchases independently through the online store, while others convert through sales-assisted interactions. adtribute tracks both flows, giving the team visibility into how leads move through the funnel, from initial session through product page views, cart additions, and checkout, regardless of where the final conversion happens. Understanding where drop-offs occur at each stage is especially valuable given the extended consideration periods and high order values.
Attribution data also flows directly into PERGOLUX’s BigQuery data warehouse on an ongoing basis, where their internal data team uses it as a primary source for advanced analysis. This means attribution insights are not confined to a dashboard; they are combined with other business data to inform forecasting, reporting, and strategic planning across the organization. For PERGOLUX, adtribute is not just a marketing tool but a core part of their data infrastructure.
Ultimately, what ties the entire implementation together is not any single report or metric, but the combination of deep customization with hands-on support from the adtribute data team that shaped every part of it.
I would say it’s two things mostly. Probably one is the flexibility to really build whatever you need. And that is then paired, I guess, with the great customer service.
Outcome & Results
The data blindness that defined PERGOLUX’s marketing operations before adtribute is gone. The team now has the tools to evaluate lead generation performance as campaigns run, predict outcomes based on historical patterns, and steer budget allocation with confidence rather than intuition.
As a result, I’d say simply we have much more steering capabilities, especially in the lead generation steering. We were largely blind before and I feel like we have a lot more control now to actually predict the performance of the lead generation campaign early on.
The impact shows in the numbers. Since using adtribute, average cost per lead has dropped by over 41% YOY while total lead volume has grown by an average of 237% YOY. Results like these are never down to a single tool alone. They require the right strategy, strong execution across marketing, sales, and operations, and a team willing to act on what the data tells them. But having reliable, customized attribution data has been a significant driver in making those decisions with clarity rather than guesswork.
Our marketing setup revolves around the lead generation approach to a large extent. And this lead generation is now pretty clearly mapped in adtribute regarding cost per lead that we’re seeing, but then also expected lead quality based on historic values.
The platform has also grown with the company. What started as a core set of reports has expanded through dozens, if not hundreds, of customization requests into a system that touches nearly every part of PERGOLUX’s marketing decision-making.
I think there were dozens, if not hundreds of requests that we sent over and that we got resolved.
For PERGOLUX, adtribute has become more than an attribution tool. It is the data foundation that their marketing, sales, and data teams rely on every day to drive profitable growth.
