How Gozney Uncovered the Retail Halo Effect, Increasing ROAS by 20%

About Gozney

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Gozney is a global leader in professional-grade pizza ovens, bringing restaurant-quality cooking experiences into homes and outdoor spaces around the world.

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With a growing omnichannel presence spanning its own ecommerce site, retail partners like The Home Depot, and international marketplaces, Gozney reaches customers wherever they choose to shop.

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The Challenge

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Like many omnichannel brands, Gozney faced a fundamental disconnect between where it advertised and where customers ultimately purchased.

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While approximately 60% of its business came through retail and marketplaces, advertising platforms like Meta and Google primarily measured conversions happening on Gozney's DTC website.

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A consumer might discover a Gozney oven through a Meta campaign, research products online, and ultimately purchase at The Home Depot. Although the advertisement may have influenced the sale, that conversion was invisible to the platform responsible for driving demand.

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This created three interconnected challenges:

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1. An incomplete picture of advertising performance

As Gozney increased its investment in demand generation, platform-reported efficiency didn't reflect the full impact of that spending. Without visibility into those conversions, the growth team couldn't demonstrate the halo effect of its campaigns.

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The result was an incomplete picture of ROAS, cost per acquisition, and overall marketing effectiveness.

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2. Limited ability to optimize for omnichannel customers

Gozney was already collecting first-party data through Brij-powered warranty registration and syncing those customers into Klaviyo.

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But passing customer audiences to advertising platforms wasn't the same as sending verified purchase events. Meta and Google's algorithms were still primarily learning from DTC transactions, missing valuable information about who was actually buying Gozney products across retail channels.

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3. Inefficient audience targeting and budget allocation

For a high-consideration product like a pizza oven, knowing who has already purchased is particularly important.

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Without complete visibility into retail buyers, Gozney wasted budget serving new-customer acquisition ads to existing owners. Limited retail attribution made it harder to understand which campaigns were generating demand and where to allocate future budget. 

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The Brij Solution

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With Brij already powering Gozney's global product registration program, the foundation for better omnichannel measurement was in place.

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Through Brij Signal, Gozney could take the next step: turning that first-party customer data into verified purchase events that Meta and Google could use for attribution and, eventually, campaign optimization.

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How Gozney implemented Brij Signal

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Step 1: Capturing Retail Purchases Through Existing Registration Experiences

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Gozney's Brij-powered warranty and product registration experiences were already active across seven territory accounts.

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Customers scan QR codes on or with their ovens and are directed to the appropriate registration experience based on their region.

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When a customer completes registration, Gozney captures valuable first-party information that helps identify the consumer behind a retail or marketplace purchase.

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This existing infrastructure allowed Gozney to activate Signal without creating an entirely new customer acquisition experience or overhauling its packaging.

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Step 2: Connecting First-Party Data to Meta and Google

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Brij securely processes customer identifiers, including email addresses, phone numbers, and names to Meta and Google, using hashing, and sends purchase events through the platforms' conversion APIs.

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This creates a connection between a verified retail customer and the advertising interactions that may have influenced their purchase.

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For example:

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• A consumer sees a Gozney advertisement on Meta or Google.
• They later purchase a Gozney oven through a retail partner.
• After receiving the product, they scan the QR code and register their warranty through Brij.
• Brij sends the verified retail purchase event to the advertising platform.
• When the platform can match that purchase to a prior ad interaction within its attribution window, it can recognize a conversion that would otherwise have been missing from its reporting.

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Rather than relying solely on DTC website purchases, Gozney can begin measuring advertising's impact on a broader portion of its customer base.

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Step 3: Establishing a Baseline Before Changing Campaign Optimization

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Brij configured a custom purchase event that captured retail conversions separately from Gozney's existing Shopify purchase events.

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This first phase was intentionally designed for reporting and attribution rather than changing campaign optimization.

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Gozney's existing campaigns continued optimizing toward their original purchase events, while the additional Brij data helped reveal how many more conversions could be attributed to paid advertising.

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This allowed the team to understand the impact of improved retail visibility before introducing new variables into its campaign strategy.

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"It's great to see the impact we're having outside of just what Meta can report for us. It gives us credence ... to then go out and make real impact in bricks and mortar as well."

- Jonny Green, Paid Social Lead, Gozney 

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The Results

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The initial Signal implementation delivered measurable improvements in advertising performance across both Meta and Google:

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Meta  results 

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• 22.1% conversion lift.
• 20.6% reported ROAS lift
• 18.1% reported CPA reduction.
• 22.3% audience lift

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Google  results

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• 15.7% increase in attributed conversions
• 12.0% lift in reported ROAS
• 13.6% reduction in reported CPA

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Proving the Halo Effect of Paid Advertising

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Beyond the metrics, one of the most valuable outcomes for Gozney was the ability to demonstrate how paid media contributes to the broader business.

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Previously, a campaign might appear less efficient as consumers increasingly purchased through retail instead of DTC. With Brij Signal, Gozney could begin connecting those previously unattributed purchases back to the advertising that influenced them. 

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This gives the growth team stronger evidence of the role paid media plays in supporting retail sell-through, not just online revenue.

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It also creates an opportunity for closer collaboration between Gozney's ecommerce, paid media, and retail teams, with a more complete understanding of how marketing investments contribute to growth across channels.

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“Being able to demonstrate the halo effect of our advertising helps us show that the decline in reported efficiency isn't necessarily the full picture. Some of those sales are happening through retail, and now we have greater visibility into that impact.”

- Kirsty Tansey, Senior Director of Growth, Gozney

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With greater visibility into performance across DTC and retail, Gozney can now accurately report campaign efficiency and make data-driven decisions about where to reallocate spend, investing more confidently in the campaigns that drive the strongest results across channels.

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What’s Next

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For Gozney, Brij Signal has already revealed how much advertising impact was going unmeasured across its retail channels. Now, the opportunity is to turn that improved visibility into more efficient advertising.

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With roughly 60% of sales happening outside DTC, Gozney has significant room to expand its first-party data capture and give Meta and Google a more complete picture of its customers.

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Based on a category-average capture rate for durable goods, Brij estimates the following implied effect on the total business:

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• Meta: 100.4% conversion uplift, 93.4% ROAS uplift, and 82.2% CPA reduction.
• Google: 71.5% conversion uplift, 54.7% ROAS uplift, and 61.8% CPA reduction.

(These figures represent modeled potential improvements, not realized campaign results.)

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Beyond attribution, Gozney is exploring two opportunities to put this data to work:

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• Reducing wasted ad spend through customer suppression: Using verified retail purchase data to exclude existing oven owners from new-customer acquisition campaigns, helping Gozney focus its budget on consumers who haven't already purchased.
• Optimizing for DTC and retail purchases together: Combining Shopify and Brij-verified retail purchase events into a single optimization signal, allowing Meta's algorithms to learn from a more complete picture of Gozney's customers and build stronger audiences.

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Together, these initiatives represent the next phase of Gozney's omnichannel advertising strategy: moving beyond measuring retail's halo effect to actively improving targeting, lowering acquisition costs, and making every advertising dollar work harder across channels.