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Grow My Money Australia
Measuring Email Marketing Impact Through Conversion Attribution

About Grow My Money

Grow My Money is an Australian cashback platform that helps shoppers save on everyday purchases by offering cashback rewards from a wide range of online and in-store retailers.

Challenge

Inside the CRM and marketing automation platform, there was no system in place to track how many sales came directly from email campaigns. This lack of conversion attribution meant the team couldn’t tell which emails were driving revenue, making it difficult to evaluate performance or justify further investment in email marketing.

Solution

I implemented a streamlined tagging and reporting framework to bridge the gap between engagement and revenue:

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  • Created a conversion tagging system that marked contacts who clicked on an email and later made a purchase.

  • Set up a custom dashboard that visualised the data in real time, offering a clear snapshot of campaign performance, including clicks, conversions, and revenue tied to each email.

  • Ensured integration with existing automation workflows, so future attribution remained hands-free and scalable.

Results

This setup gave Grow My Money visibility into the actual return on investment from email marketing for the first time. As a result:

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  • The team could identify top-performing campaigns and replicate their success.

  • Strategic decisions were now based on data, not assumptions.

  • The reporting became a key talking point in internal reviews and cross-team planning.

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​With attribution in place, email marketing went from a siloed tactic to a measurable revenue driver.

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