ROAS Optimization & Advanced Tracking for High-End Fashion Brand
The Challenge
An exclusive B2C high-end clothing brand experienced inefficient ad spend and suboptimal ROAS across Google Ads and Facebook/Instagram, needing improved targeting, tracking, and conversion optimization.
Approach & Execution
Project Overview
An avant-garde, high-end clothing brand based in Vienna sought to maximize the effectiveness of their digital advertising budget by improving ROAS and optimizing the customer journey.
Functional Improvements Implemented
- Strategic Budget Allocation: Aligned campaign budgets more effectively with reliable conversion signals and platform performance data.
- AI-Powered Targeting: Utilized platform AI tools (e.g., Meta Lookalikes, Google PMax insights) for more precise audience selection beyond basic demographics.
- UX & CRO: Identified and implemented improvements to product page layouts, Calls-to-Action, and checkout flow friction points based on analytics data.
Technical Improvements Implemented
- Advanced Tracking: Deployed robust tracking via GTM for key e-commerce events (view_item, add_to_cart, begin_checkout, purchase) with accurate product data for dynamic remarketing.
- User Clustering: Implemented custom event tracking to segment users based on browsing behavior (e.g., categories viewed, price sensitivity signals).
- Abandoned Cart Recovery: Set up targeted remarketing campaigns specifically for users who abandoned their carts.
- Performance Optimization: Addressed technical factors impacting Google PageSpeed scores.
- Cross-Site Identification: Used custom JavaScript solutions to improve user identifier persistence across sessions and domains where possible within privacy constraints.
Tools Used
- Google Marketing Platform (Analytics, Tag Manager, Ads, Dynamic Remarketing)
- Shopify E-commerce Platform
- Meta Ads Platform (Facebook Pixel, Conversion API)
Solution Overview
Implemented a multi-faceted optimization strategy: Enhanced conversion tracking accuracy (incl. view-through, add-to-cart, purchase values via GTM & Pixels), leveraged AI tools for lookalike audience generation and interest targeting, implemented dynamic remarketing based on product views, optimized Shopify site speed (PageSpeed), and refined UX elements on product/checkout pages. Addressed cross-site tracking limitations using custom JS.
Key Results & Impact
- Identified key performance gaps and implemented targeted measures leading to measurable ROAS improvement (Quantify % if possible, otherwise state 'significant improvement').
- Enabled effective dynamic remarketing campaigns through accurate product view tracking.
- Improved audience targeting precision using AI-assisted methods.
- Enhanced user experience and site performance, contributing to conversion rate uplift.
- Established more robust cross-site user identification for better attribution.