Google Ads as the main performance channel

Before our collaboration began, Muziker used Meta Ads mainly for basic post boosting, while Google Ads served as their primary performance channel. Based on our previous experience, however, we recommended that the client invest more focus into Meta - a platform we recognized as having significant untapped potential.

Our challenge was clear: optimize Meta campaigns and shift part of the budget toward this channel.

We started from the ground up - by setting up Conversion API (CAPI) and refining the tracking and measurement, which had not been configured ideally before.

What is CAPI?

The first step toward better conversion tracking was the implementation of Meta Conversions API (CAPI). This tool enables the direct transfer of conversion data (such as purchase, add_to_cart, or view_content) from the e-shop to Meta.

This approach provided us with more accurate and higher-quality data, allowing for more effective campaign optimization.

OpiTip: We always recommend implementing CAPI tracking for our clients.
When combined with cookie-based measurement, it significantly improves conversion accuracy. As a result, Meta can process conversions more precisely - and thus optimize campaigns more effectively.

Results in the First Two Months

During the first two months of collaboration, we managed to reduce the original 19% ROAS-based ad spend (PNO) down to 5%. This rapid decrease was achieved through several implementations - testing multiple target audiences, improving the visuals of catalog ads, filtering products within catalogs, focusing on three product groups (from high-performing to low-performing) as defined by the client’s data.

OpiTip: Using Custom Labels added to the HTML code by the client, you can manage your product catalog directly in Facebook’s E-commerce Manager. This allows the plugin to pull specific products via labels and display them in catalog ads, making targeting more precise and efficient.

Increasing Budget and Boosting Conversions

After two months, we saw that the campaigns were on the right track, so we recommended increasing the budget in two key countries. This step resulted in a 40% year-over-year increase in conversions and improved overall campaign performance.

OpiTip: Quick reactions to results and flexibility in increasing budgets can significantly enhance campaign performance. It’s crucial to monitor data in real time and adjust strategies accordingly.

In the third month, the budget was raised from €2,000 to €5,000 per country, and we were able to maintain a long-term ROAS-based ad spend (PNO) of 3%.

OpiTip: Compared to other performance channels, Facebook is excellent for acquiring new customers. It acts as a gateway that brings your products to potential buyers. This channel emphasizes not only analytics but also creativity. At Opinest, we constantly track trends and Meta updates to ensure campaigns meet both customer expectations and platform requirements - always with the goal of driving conversions, typically purchases.

Simplifying Data Analysis

We created a personalized report for the client, connecting data from Facebook, Google Ads, and the CMS. This report provided a clear overview of campaign performance and allowed for more precise budget optimization.

The report covered 8 countries, combining revenue data from the CMS with Facebook Pixel data.

OpiTip: Personalized reports help you better understand campaign performance and adapt strategies based on real-time results. They are a key tool we implement for every client, allowing us to analyze CMS and performance channel data together and gain a clear view of business trends and growth.

Successful Clearance of Products

Muziker faced a challenge with excess stock in certain product categories. Through targeted campaigns, we efficiently cleared these products, optimizing inventory and improving margins.

OpiTip: Targeted campaigns for excess inventory can significantly improve cash flow and reduce storage costs.

The drop in PNO and rapid rise in conversions was achieved thanks to targeted Meta campaign optimization. If you want to strengthen your performance campaigns, our consultants can help. We’ll review your campaigns and suggest concrete steps that deliver measurable results.