Google & Facebook Marketing for New Boat Tour

The Client

Terrible Thames is a hit theatrical river tour created by the team behind Horrible Histories. Designed for families, it combines live performance with iconic London sightseeing—offering a unique mix of education and entertainment.

The Challenge

The brand had active paid search and social campaigns running—but attribution was broken. Their existing setup couldn’t accurately track how ads were contributing to ticket sales due to disconnects between their website, ticketing provider (cTickets), and analytics.

This lack of visibility led to flawed bidding strategies, wasted ad spend, and poor decision-making.

Our Role

We were brought in to assess the situation, identify gaps, and rebuild the tracking and campaign structure from the ground up.

• Attribution Audit & Fix
  We conducted a full audit of their existing paid media and analytics setup. It became clear that tracking between the website and cTickets was misfiring, with conversion data either missing or misattributed.
  
• GA4 Implementation
  We implemented a new attribution framework using Google Analytics 4, integrated directly with both the site and ticketing system. For the first time, Terrible Thames could see where every sale came from and how each campaign contributed to revenue.
  
• Campaign Rebuild
  With solid data in place, we rebuilt the paid search and social campaigns from scratch—targeting based on performance, seasonal trends, and customer behaviour.
  
• Cross-Channel Reporting
  We introduced a third-party reporting suite to consolidate weekly and monthly campaign data—not just from paid media, but from organic and partner channels too—so the team could see the bigger picture.

The Outcome

• Full transparency over sales sources and channel ROI
• Strategic bidding based on accurate, real-time performance data
• Long-term campaign efficiency and revenue growth
• Ongoing partnership spanning four years and counting

Before → After Snapshot