How Amenitiz Boosted Ad Spend Efficiency by 30% in their First 30 Days with HockeyStack

The Who

Amenitiz is an all-in-one platform built to help independent hoteliers and vacation rental owners simplify operations, grow bookings, and manage their business more efficiently. Serving customers across multiple countries, Amenitiz empowers hospitality businesses to centralize their marketing, reservations, and property management without relying on fragmented tools.

Juan Gabriel Castro leads performance marketing efforts at Amenitiz, with a focus on growth and efficiency across diverse markets. His team is responsible for managing budgets across countries, optimizing paid and organic channels, and ensuring that every euro invested in marketing drives measurable revenue impact.

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The Problem

Amenitiz was managing marketing across multiple countries, but lacked a reliable way to measure performance and allocate budgets efficiently. HubSpot and paid media platforms reported attribution differently, leaving the team with conflicting data and no clear view of the customer journey.

“We were dealing with attribution that didn’t make much sense. Obviously we knew there was more than one touchpoint, but we couldn’t see it. We needed a place to centralize this information and consolidate the data in an organized way.”

To compensate, Juan’s team relied on manual analyses like elasticity and saturation analysis, but these were slow, biased, and inconclusive.  Amenitiz needed a single source of truth that could reduce guesswork and guide smarter budget allocation.

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The Requirements

• Centralized Attribution: A single place to consolidate and organize data from HubSpot, paid media platforms, and other sources so they could eliminate conflicting reports and see the full customer journey.
• Multi-Touch Buyer Journey Visibility: The ability to understand the number of touchpoints and what happens in the pre-conversion phase, rather than relying on shallow first-touch or last-touch models.
• Budget Efficiency: Insights to allocate spend across countries and channels in the most efficient way possible, avoiding wasted budget and reducing bias in decision-making.
• Ease of Implementation: Amenitiz needed a solution that was quick to integrate and easy to maintain without requiring a large team or significant resources.
• Scalability: Flexibility to support multiple countries, different campaign types, and evolving needs as their marketing programs grew.

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The Alternatives

Before choosing HockeyStack, Amenitiz evaluated continuing with HubSpot as their attribution source of truth, but found its single-touch models unreliable for multi-touch journeys. They also explored Funnel.io for attribution and reporting platform. While Funnel.io offered some of the functionality they were looking for, its complex implementation requirements made it impractical for a fast-moving startup. Custom-built attribution platforms were also familiar to Juan from past roles, but were resource intensive —time, people, and budget-wise.

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The Insights

• Channel Elasticity & Saturation: HockeyStack helped the team test budget elasticity by doubling investment in Google and Bing. This allowed them to measure diminishing returns and better understand when additional spend would stop being efficient.
• Odin for Attribution Model Insight: Using Odin, Amenitiz learned that predictive attribution wasn’t a good fit given their short user journeys (2–2.5 touchpoints). Linear or U-shaped models provided a more suitable picture of marketing influence.
• Country-Level Funnel Performance: Dashboards built in HockeyStack allowed Juan to compare performance by country, helping spot external factors (like market-specific shifts in Italy vs. France) and giving leadership visibility into which markets were underperforming.
• Sales Cycle Dynamics: By tracking touchpoints to closed-won deals, they saw higher conversion rates at the end of each month, as SDRs and sales pushed deals across the finish line. This insight allowed marketing to ensure enough pipeline was built earlier in the month to support sales activity later.

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The Results

Since implementing HockeyStack, the Amenitiz team has been able to replace guesswork with data-driven decision making. By uncovering which channels truly drive revenue and aligning their attribution models to the realities of their customer journey, they’ve achieved measurable gains in efficiency and clarity across markets. Some of the most impressive results include:

• Scaled testing of new channels like Bing and new Google campaign types (Demand Gen, Performance Max) with confidence, backed by attribution clarity.
• Stronger sales-marketing alignment, as data revealed how end-of-month SDR pushes influenced conversion rates, enabling marketing to build pipeline earlier in the cycle.
• Google vs. Meta Efficiency Insights: While Meta ads drove far more leads, Juan learned that Google generated nearly the same number of demos, deals, and closed-won opportunities—at a fraction of the cost. This revealed that Google was far more efficient than Meta on a revenue basis, leading Amenitiz to reallocate spend.
• 30% Improvement in Efficiency: By shifting budget based on HockeyStack data, Amenitiz achieved a 30% improvement in ad spend efficiency (ad spend per NMRR) within the first month.