Case study: paid media in ecommerce

01 · The starting point

Before investing a euro, fix the measurement

The first month isn't about campaigns: it's plumbing. The tracking pixel is set up wrong, the product catalog syncs only halfway, and cart events don't exist on most product pages. Without that, any number that follows would be smoke.

With the measurement rebuilt, each campaign can answer for the only thing that matters in ecommerce: sales and sales value, not reach.

The starting situation

Tracking pixel misconfigured: rebuilt from scratch
Product catalog synced only halfway
No cart events on most products
High-ticket purchase: the customer looks today and decides in weeks

02 · The strategy

Chase the considered purchase, not the impulse

01 Dynamic catalog remarketing Someone who looks at a mattress sees that mattress again, not a generic ad. It's the most profitable lever in the series, month after month.

02 Lookalike audiences of buyers Audiences built from people who have already bought, with the budget split by area based on where the brand actually sells.

03 Scale what works, pause what doesn't Monthly review campaign by campaign: the ones with the best cost per sale get the budget, and the least profitable are paused in writing, with the number in front of us.

03 · The numbers

The full series, month by month

No cherry-picking the good month: the table shows the entire series from the start, with the setup month included.

58 attributed sales worth €22,694
€5.4 generated for every euro invested across the whole series
Cost per sale falls 32% in the final stretch as budget concentrates on the areas that buy

Month	Sales	Value generated	Cost per sale
Month 1 (setup and measurement)	6	1,292 €	25.91 €
Month 2	16	6,770 €	44.23 €
Month 3	6	2,009 €	141.24 €
Month 4	9	4,182 €	106.75 €
Month 5	9	3,894 €	87.41 €
Month 6	12	4,547 €	58.97 €

Sales and value attributed by the ad platform · monthly project reports

04 · What the reports don't show

The report that recommends not raising the budget

With the campaigns already profitable, the easy move would be to ask for more spend. The monthly report says the opposite: the product page converts below what the traffic deserves, and raising the budget before fixing it means paying more for the same bottleneck.

The same report surfaces another uncomfortable fact: the site's analytics aren't recording the social campaigns' conversions properly, and we're the ones flagging it, even though we have every interest in seeing them counted. A channel is defended with clean data or it isn't defended at all.

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