Full connection: Gabb increases ROAS 200% with Bonsai

As a high-growth startup and leader in child-safe telecom technology, Gabb faced dual challenges that threatened to limit their scaling potential and investor confidence. Despite aggressive growth targets, the company lacked comprehensive visibility into their business performance and needed to optimize marketing spend to increase ROI. Their leadership team was operating with incomplete data, questioning what was truly driving new customers and what their real sales and profit numbers were.

Challenge

Gabb had limited insight into business performance and needed transparency to showcase their success to investors. Previously dependent on cellular provider data alone for core KPIs like revenue and devices sold, Gabb lacked visibility into strategic context such as customer upgrade patterns and retail partner performance.

Simultaneously, their marketing teams relied on fragmented platform and agency partner reporting using third-party tracking data that didn't reconcile when combined. This over-reliance on disparate third-party tracking systems left leadership teams questioning fundamental business metrics and unable to make informed decisions about marketing budget allocation.

Solution

Gabb partnered with Bonsai to architect a comprehensive measurement and business intelligence framework that would transform both their operational visibility and marketing optimization capabilities.

Bonsai partnered directly with Gabb's cellular provider and established a unified measurement suite where all critical business metrics could be viewed across all teams in real time. The Bonsai engineering team remastered Gabb's business data model to better understand lines, subscribers, add-ons, and revenue streams while providing answers to critical investor questions.

To solve the over-reliance on third-party tracking, Bonsai unified Gabb's business and marketing touchpoints through its Multi-Touch Attribution feature. This enabled Gabb's marketing team to understand how each channel contributes to driving incremental customers and purchases.

Even previously strong-performing channels saw material improvement through Bonsai's optimization technology. For example, Bonsai also implemented its Automated Buying Algorithms — technology that retrains Google Smart Bidding AI — to significantly enhance Google Ads performance.

Results

The transformation delivered exceptional growth across all key metrics. Gabb achieved over 200% ARR growth, 17% device sales growth year-over-year, and a remarkable 63% improvement in incremental ROI, validating their strategic approach to unified measurement and optimization.

Bonsai's Automated Buying Algorithms drove +200% ROAS for Gabb's brand campaigns when tested against Google's native buying, demonstrating the power of sophisticated attribution modeling combined with advanced bidding optimization.

Since partnering in 2022, Bonsai has become an extension of Gabb's engineering, marketing, and finance teams. Together, they exceeded aggressive business growth goals in 2023 and established a foundation for even greater growth trajectories. Moving away from third-party data has grown both Gabb's top and bottom line while providing the visibility necessary for informed strategic decisions.