Haleon Unlocks Cross-Channel Visibility and Commercial Outcomes with Amazon Attribution
Overview
Haleon is one of the largest consumer healthcare companies in the world, operating across six categories and reaching consumers in 170 countries. With a strong portfolio of leading brands including Paradontax, Centrum, and Sensodyne, the organization is well positioned to drive growth and innovation in the industry.
Building on the data-driven, omnichannel partnership with Skai and Publicis LeOne, Haleon set a challenge to add more of a commercial lens to their Paid Search activity, given that the current setup directed traffic towards their brand websites. The proposed strategy would enable Amazon Attribution. Skai provided the flexibility to send traffic from Google to Amazon store pages and quickly scale efforts, gather actionable insights, optimise results and enhance strategic decision-making across multiple channels.
Challenge
With 26 brands across 4 regions and over 20 channels, managing millions in media spend requires moving beyond clicks and short-term ROAS to quality media placements that build lasting customer relationships and sustainable business growth. Understanding the connection between Paid Search and Amazon was crucial for determining budget optimization and best practices on both channels.
The current setup involved sending traffic to the brand websites which focused more on providing informational and branded content, and thus the team’s objective was to create a commercially-driven approach based on metrics such as sales performance and units sold, which would then inform bid and budget decisions. There were significant challenges in our path to achieve this omnichannel utopia. With separate teams managing each channel, the paid search teams needed the Amazon metrics and insights, such as stock levels, that were unfamiliar.
Solution
The team implemented Skai’s Amazon Attribution solution to bridge the visibility gap between Paid Search and Amazon performance. This technology enables comprehensive cross-channel tracking by sending Google search traffic directly to Amazon, whereby the tracking provides key commercial metrics such as “add to cart”, “units sold” and “sales”.
Starting with France and Great Britain, Skai worked with Publicis LeOne to streamline Haleon workflows, accelerate cross-channel collaboration, and unlock actionable insights for both teams managing Amazon and paid search campaigns.
Phase 1: Visibility & Integration
Once the tracking setup was complete, we used this period as our baseline for the future results. Using custom built dashboards, Publicis LeOne were able to analyse the conversion funnel and keyword performance breakdowns by brand, market and campaign type.
Phase 2: Commercial Optimization
Shifting focus from clicks to commercial outcomes, they leveraged Automated Actions to create custom ROAS-based bidding rules to adjust keyword bids twice weekly across all brands in Great Britain and France, ensuring continuous optimization toward quality performance metrics.
This comprehensive attribution approach finally enabled the transition to proactive, cross-channel orchestration focused on business outcomes. The result ensured that every media dollar contributed to both immediate Amazon performance and long-term brand building.
Results
Haleon achieved key commercial goals by blending search and retail media insights with Amazon Attribution, providing critical visibility into full-funnel customer behavior and uncovering significant optimization opportunities.
Performance Highlights (pre vs post optimisation rules for May 22, 2025 – June 22, 2025):
- 26% increase in ROAS
- 15% growth in purchases
- 20% more units sold
- 18% increase in revenue
- CPA decrease of 52%
Beyond these strong results, the analysis revealed deeper insights that will shape future strategy. The data showed user behavior patterns from brand store pages to product detail pages, enabling the team to develop new testing hypotheses. This always-on testing approach supports Haleon’s pursuit of increased sales and market share.
The analysis also uncovered significant performance differences between markets, with GB audiences showcasing greater buyer behaviour, indicating a need for market-specific strategies. Most significantly, non-brand keywords delivered exceptional cost efficiency with a 38% lower CPC than brand keywords while driving 87% of impressions and 26% of units sold, creating new opportunities to scale reach and drive incremental sales more cost-effectively.
With the combined learnings from Skai, Haleon and Publicis LeOne, we are in a great position to strengthen the Google-to-Amazon conversion funnel, and by utilising tools such as Celeste AI, we can achieve further insights to optimize budget allocation and tailor strategies based on each brand’s unique conversion patterns for maximum ROI.
Skai’s platform has provided our brands with valuable DComm data and insights for our Paid Search traffic. This has enabled us to provide an efficient path to purchase for users showing high purchase intent.
Sandy Grant
Digital Media Activation Manager, Haleon
About Haleon
Haleon is a global leader in consumer health, with a purpose to deliver better everyday health with humanity. Haleon’s product portfolio spans five major categories – Oral Health, Pain Relief, Respiratory Health, Digestive Health and Other, and Vitamins, Minerals and Supplements (VMS). Its long-standing brands – such as Advil, Sensodyne, Panadol, Voltaren, Theraflu, Otrivin, Polident, parodontax and Centrum – are built on trusted science, innovation and deep human understanding. For more information, please visit www.haleon.com.
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