5.4 €
generated in sales for every euro invested in campaigns
Home / Case studies / Paid media · Ecommerce
Case study · Paid media for ecommerceSelling mattresses online with remarketing as the engine
A Spanish brand of mattresses and sleep products selling online trusts us with its social campaigns. A mattress isn't an impulse buy: people look, compare, and put it off. The advertising has to work exactly that "later."
391 €
average order value per sale attributed to the campaigns
58
sales attributed to the campaigns over the documented series
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.
Is your ecommerce spending without knowing what it gets back?
Tell us where you stand in a 25-minute conversation, free of charge. You'll leave knowing whether we can help and where we'd start.