How G.O.A.T. Foods Unlocked Incremental Revenue with Tie’s Identity Resolution
Brands spend large budgets driving traffic to their website (through Meta, Google, and even TV ads), but most visitors leave without converting or sharing their information. That makes them unidentifiable and impossible to retarget. Worse, you can’t attribute revenue back to the right channel. But you still end up paying for traffic you can't act on.
That’s exactly where G.O.A.T. Foods was stuck.
Despite investing heavily in upper-funnel campaigns, such as national TV ads, they had no clear way to track which visits resulted in sales. Their identity resolution tool, Retention.com, was inflating attribution and under-delivering on lead quality.
The brand switched to Tie, a visitor identification platform that helps brands capture, enrich, and act on anonymous site traffic. It gave them clean, transparent attribution and high-quality visitor profiles they could act on effectively.
Within days, G.O.A.T. Foods saw the difference:
- 40-minute setup: The integration was seamless, with zero technical back-and-forth.
- Clear attribution: Orders were credited accurately, only when a channel drove the conversion.
- Higher ROI on top-of-funnel spend: With better visibility, they were confident in scaling channels like national TV.
“Tie delivers true incremental revenue—plain and simple. We switched from Retention.com and immediately saw a difference in lead quality, attribution transparency, and overall performance. It’s now a core part of our tech stack.”
Jonathan Packer, Co-founder, G.O.A.T. Foods
About the brand
G.O.A.T. Foods is a fast-growing DTC brand that specializes in multiple premium, handcrafted, and gourmet food consumer product lines, with a focus on omnichannel expansion and performance marketing.
Challenge: Attribution gaps, questionable data, and missed revenue opportunities
G.O.A.T. Foods had a high-performing funnel on paper. They were investing heavily in growth channels, including paid social, search, and even national TV campaigns. However, their biggest problem was clarity, not traffic.
They couldn’t accurately tell where revenue was coming from, which channels were working, or which campaigns to scale. And their existing identity resolution tool, Retention.com, was making things worse, not better.
Here were the challenges that the brand faced:
1. False attribution was distorting performance
Retention.com regularly claimed conversions that didn’t add up. When the team dug into their Klaviyo data, it became clear:
- The tool was assigning credit for orders it hadn’t influenced.
- Reports didn’t align with actual customer behavior.
This false attribution skewed every downstream decision. Campaigns that underperformed looked successful, and actual revenue drivers went underfunded.
“They were claiming credit for conversions they didn’t drive.”
2. No visibility into anonymous traffic
G.O.A.T. Foods was driving high-volume site traffic from upper-funnel campaigns, especially from national TV ads across ESPN, CNN, and Fox News. But most of these visitors weren’t converting on the first visit.
Without a way to identify them, the brand didn’t have a chance to follow up. This meant:
- No email capture
- No retargeting
- No way to connect visits back to revenue
“People come to the site from TV, but most don’t convert immediately. If you can’t identify who they are, you’re losing them.”
3. Their existing partner lacked transparency
When the G.O.A.T. Foods team raised attribution concerns, there were no answers— just inflated metrics and vague explanations. That wasn’t sustainable, especially in a space where trust and compliance matter.
“It’s a tricky business. If you’re going to do it, you need partners who are honest and fair.”
4. Mounting costs, no return
As campaigns scaled, so did ad spend. But without a trustworthy system to track anonymous traffic or measure results, the team couldn’t confidently optimize their spending and strategy. They were flying blind and losing potential revenue with every unidentified visitor.
At this point, switching to a new partner wasn’t optional. It was the only way forward.
Solution: Clean data, high-impact IDs, and confident growth
G.O.A.T. Foods needed a cleaner foundation for their data that they could trust, a reliable attribution model, and the ability to uncover and convert high-value visitors they were already paying for. They made the switch from Retention.com to Tie to gain control over how performance was tracked, measured, and acted upon.
Here’s what the switch looked like:
Move away from inflated attribution
One of the first improvements was how revenue was credited.
Revenue was only attributed when the marketing team acted on a user, via email or retargeting, giving the team reporting they could use.
“They (Retention.com) were taking credit for stuff they didn’t drive. Tie was just more accurate and more honest.”
Moving to Tie allowed them to:
- Make faster decisions about what campaigns to pause or scale.
- Set more accurate targets by removing inflated conversion numbers.
- Align cross-functional teams on which channels were driving results.
Seamless integration without downtime
Implementing Tie didn’t slow down the brand since it only took 40 minutes. Their existing Klaviyo sequences, ad campaigns, and tracking systems continued uninterrupted, now just with better identity inputs feeding into them.
“It was seamless. Took less than an hour to set up.”
This speed allowed them to shift from frustration to execution without losing weeks to transition or rebuilding.
Higher-quality IDs that actually drive sales
Before the switch, email capture volume was the primary metric; however, it didn’t correlate with revenue.
The switch to Tie allowed the team to shift their focus: smaller cohorts, but with higher intent. They began segmenting based on behavioral signals and context, resulting in stronger retention and better ROAS on re-engagement campaigns.
Instead of pushing hard on acquisition, the team doubled down on activating the traffic they were already getting.
“It doesn’t matter if you get 10 or 1,000 new emails. What matters is the revenue you generate from them. That’s what Tie delivered.”
This made every contact more actionable. These were visitors with high intent, properly segmented, and ready to be retargeted through Klaviyo and paid media.
Making brand spend measurable again
G.O.A.T. Foods invests heavily in top-of-funnel activity, especially through national TV. But they couldn’t measure ROI on those efforts. Most viewers didn’t convert right away, and identity gaps made it impossible to follow up. This traffic and its potential to become paying customers were lost.
After switching to Tie, the brand could now uncover the identities of these anonymous shoppers. Tie’s proprietary identity resolution platform accurately matches these visitors to actual users, complete with demographic, behavioural, and intent details. The team could now plug these shoppers into retargeting flows. As a result, they were able to:
- Attribute revenue back to their highest-cost campaigns
- Justify reinvestment in TV with measurable outcomes
- Run brand activity with the same accountability as performance spend
“We run a lot of TV, and most people don’t convert right away. With Tie, we can actually capture and monetize that traffic.”
Results: Measurable revenue gains and a foundation built on trust
After switching to Tie, G.O.A.T Foods saw immediate improvements in both attribution clarity and revenue performance.
With cleaner identity data, the team was able to:
- Eliminate inflated conversions and align attribution with actual campaign activity.
- Track ROI on national TV campaigns by identifying and retargeting anonymous site visitors.
- Capture higher-intent leads, leading to stronger engagement and increased conversions.
- Reallocate spend confidently, knowing exactly what was driving results.
“Everyone obsesses over lead volume. I care about incrementality—Tie helped us grow actual revenue, not just a list.”
One of the clearest signs of Tie’s value came when the platform flagged an internal over-attribution issue. Instead of hiding it, Tie experts proactively issued an update to reduce their own credited conversions, opting for accuracy over optics.
“Who else is going to release an update that takes credit away from themselves? That’s the kind of partner you want.”
Want to turn anonymous traffic into revenue you can measure?
Most eCommerce brands invest heavily in acquiring new visitors, but still miss out on a majority of them because they aren’t identifiable. Without the right identity resolution tool, it’s impossible to reach high-intent visitors, personalize outreach, confidently attribute performance to the right channels, and double down on what’s working.
That’s why brands like G.O.A.T Foods made the shift.
With a platform like Tie, which prioritises accuracy and actionability, eCommerce brands can clean up attribution, activate anonymous traffic, and turn top-of-funnel campaigns into measurable revenue drivers without modifying their existing stack.
If you’re looking to improve visibility, retarget smarter, and spend more confidently, Tie helps you:
- Identify and enrich over 50% of anonymous site visitors.
- Trigger flows across email and paid media to more of your high-intent visitors.
- Attribute revenue accurately and drive repeatable outcomes.
