Published by Sue Johns-Chapman
Published Date 08.04.2025 
Breaking the Attribution Illusion: Adequate’s Bold Approach to Fashion eCommerce
Adequate, a boutique performance marketing agency based in Warsaw, Poland, has been shortlisted in three categories at the European Search Awards 2025.
The nominations highlights their collaboration with DAAG, a Polish brand known for its handcrafted handbags and leather accessories. The project redefined how attribution in paid search should be measured—and more importantly, how it should inform strategic decisions in a competitive eCommerce landscape.
DAAG’s campaigns were built on Google Ads best practices and, according to platform reports, seemed to perform exceptionally well. However, this perceived success was not reflected in the company’s actual revenue growth. To bridge this gap, Adequate designed a counterfactual analysis involving brand keyword isolation, geo-based A/B testing, and statistical modeling.
Armed with these insights, DAAG was able to redefine its Google Ads strategy—resulting in a record-breaking Black Friday and the highest monthly sales in the company’s history.
“Being shortlisted is more than industry recognition; it affirms the importance of challenging assumptions, embracing uncertainty, and putting data at the heart of decision-making. For Adequate, it’s a powerful reminder that meaningful results come not just from following best practices, but from questioning them. It’s incredibly rewarding when a data-driven approach gets the spotlight it deserves—especially when it leads to real business impact.“
Witold Wrodarczyk, CEO
Case study video: https://www.youtube.com/watch?v=g6lmTUTMYig
