For many companies, focusing solely on direct sales metrics can mask the true value of a customer. One of our clients—a sign manufacturer selling products like exit signs, electrical warnings, and custom business signage—discovered this when they shifted from reselling through distributors to launching a direct-to-consumer e-commerce site. They set a 5:1 ROAS goal on paid ads, but with a typical sale of $20–$50, hitting that target was challenging. Surprisingly, an overlooked opportunity emerged in tracking catalog requests, which revealed a more accurate picture of customer value and long-term ROI.
Uline: A Master Class in Lifetime Value Marketing
To understand why catalog requests were key, consider Uline’s approach. Known for selling products like tape guns and packing supplies, Uline often spends over $100 to acquire a customer for a single $35 tape gun purchase. Why? Uline knows that once a catalog lands in the hands of a business decision-maker, it’s an entry point to a customer with high lifetime value (LTV). Over time, that one catalog distribution translates into loyal customers ordering office and warehouse supplies regularly, yielding thousands in revenue.
By measuring not only direct sales but also catalog requests and follow-up interactions, Uline can accurately assess ROI across touchpoints. This approach allows them to justify a higher initial ad spend on inexpensive products, confident that the catalog placement will pay off over the long run.
Shifting Focus: Our Client’s Experience
With Uline’s example in mind, our client shifted focus to include catalog requests as a primary campaign metric. This change recognized that for every catalog they sent, the average customer spent $600 over their lifetime. Just as Uline bets on catalog distribution to drive sustained revenue, we helped our client target ads that encouraged catalog requests, investing in broader customer engagement.
Here’s what this looked like:
Catalog Requests as a Key Conversion Metric
Our client broadened their goals to include catalog requests as conversions, knowing that each request signaled a potential high-LTV customer. By optimizing ad spend for catalog requests rather than low-ticket item sales alone, we tapped into the revenue potential beyond a single purchase.
Tracking Multi-Channel Engagements for Long-Term ROI
Rather than just counting click-to-sale interactions, we tracked all significant touchpoints in the customer journey, including website visits, catalog sign-ups, and email engagement. This approach helped us identify which channels were most effective at driving catalog requests, which had a high correlation with future revenue.
Key Takeaways: Maximizing Lifetime Value
Focusing on LTV metrics and catalog distribution, rather than direct sales alone, helped us create a more sustainable strategy. Here’s why it matters:
- Capture High-LTV Customers with Intent: Even if acquiring a customer for $50 on a $20 sale doesn’t meet ROAS goals, the lifetime value justifies the cost if those customers place repeat orders.
- Think Long-Term, Measure Accordingly: By including all relevant touchpoints, such as catalog requests, you gain a fuller view of what drives profitable customer relationships. For both Uline and our client, catalog distribution proved a critical element in nurturing high-value, long-term customer relationships.
In today’s market, tracking every key interaction isn’t optional—it’s essential to capturing your real ROI. Expanding conversion metrics beyond immediate sales allows for informed spend and a stronger competitive edge, especially when targeting high-LTV customers. For our client, like Uline, the catalog became more than a marketing tool; it became a reliable pathway to sustained revenue.
