Case studies: Cannabis MSO

The orders kept arriving after the first week

Cannabis MSO · 13 stores across three states · Display advertising, February to August

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10.18x

Return on ad spend, counting only customers who were not already shopping there

75%

Of customers who saw the ads were still buying by the end of the campaign

40.8%

Of the campaign's customers were buying there for the first time

The campaign

Display advertising across a three-state store footprint

This multi-state operator runs 13 stores across three states. MediaJel ran display advertising from February through August, measured against actual order records rather than clicks.

Budget was not flat across the window. Monthly spend roughly doubled between the campaign's first full month and its peak, and the orders we could trace back to the ads grew slightly faster than spend over the same stretch.

Every customer was sorted by what they had bought before the campaign began, using nearly two years of prior order history. A comparison group was built from existing customers the ads never reached, picked so they had last shopped around the same time as those who did.

Who the customers were

The largest group was new to these stores

An order from someone who has not shopped in months looks exactly like an order from a regular. The only way to tell the two apart is to check what each customer bought before the campaign. Without that step, this group would simply have been counted as ordinary repeat business.

Retention

Customers who saw the ads kept buying at a far higher rate

This is the strongest finding in the campaign, because it is the one with a comparison group behind it. Two sets of existing customers, alike in how recently they had last shopped, one reached by the advertising and one not. The campaign ran from February to August, and this is where each group stood at the end of it.

A gap of 22 percentage points, measured across about 28,000 customers. Each figure is a share of its own group, so the two are not meant to add up to 100%.

How long they took

Almost half the orders came more than a week after the first ad

The single largest group waited more than two weeks. Reporting that closes its books after seven days would credit roughly half of these orders to something other than the advertising that reached them.

Make sure your reporting waits long enough

Half of these orders arrived after the first week. Matching campaign delivery to your own order records is what makes the slower half visible. Let's talk about building that.

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