Gino D'Acampo's restaurant group had been running paid media for some time. Campaigns were active, budgets were being spent, and bookings were coming in — but no one could say with confidence which campaigns were actually driving which bookings.
The fundamental problem was architectural. Restaurant bookings were processed through a third-party reservation engine operating on a separate domain — and that cross-domain handoff was where all attribution data was lost. From the moment a user clicked through to the booking engine, they disappeared from the media tracking stack entirely.
This meant every media decision was being made in the dark. Budget was being allocated based on proxy metrics — clicks, sessions, enquiries — rather than the one metric that actually mattered: confirmed restaurant bookings. The gap between spend and confirmed revenue was completely invisible.
We identified the attribution problem early and proposed solving it without requiring a development budget or changes to the third-party booking engine — both of which would have been significant barriers to getting the work done.
Using a combination of UTM parameter architecture, tag management configuration and custom analytics instrumentation, we built a tracking solution that followed users across the domain boundary — capturing confirmed booking events and mapping them back to the originating media source, campaign, ad set and creative.
The result was a custom attribution dashboard that gave the Gino D'Acampo team something they hadn't had before: a direct line between paid media spend and confirmed bookings across every restaurant in the group. For the first time, the team could see exactly which campaigns were filling covers and which were consuming budget without return.
The attribution system identified over £100,000 in media spend that had been allocated to campaigns with no demonstrable connection to bookings. Redirecting that budget to proven performers created an immediate and measurable improvement in media efficiency — without increasing overall spend.
More significantly, the bookings data captured by the system became the operational foundation for all subsequent media decisions. Rather than optimising toward proxy metrics, the team could now optimise toward the thing that actually mattered — confirmed covers across the restaurant estate.
This case study is one of the clearest examples in our portfolio of the difference between running media and building infrastructure. The campaign work delivered bookings. The attribution work changed how the business understood its own performance — and that understanding persisted long after the campaigns themselves had evolved.
Gino D'Acampo · Digital Infrastructure · UK
