Budget automation and technical stability

Continuous delivery: Setting up automated payments or balance replenishment ensured that ads remained active 24/7. This is critical for Google Shopping and Performance Max, where consistent delivery directly impacts ad ranking and performance.

Optimization of attribution and tracking

Switching to Last Click: The Last Click model provides a clear understanding of which specific channel served as the final touchpoint before a purchase. This helped quickly eliminate non-converting ads within a limited decision-making window; Implementation of micro-conversions (Add to Cart, Begin Checkout): The system began tracking not only final buyers but also the “hot” audience. This provided Google/Meta with more data for optimization, even when initial sales volume was low;

Dynamic Remarketing and Feed Management

Dynamic Remarketing: Once a user viewed a product on the website, that specific item followed them across the internet. This approach yielded the highest ROI because the ads were highly personalized;

Merchant Center Optimization: Utilizing supplemental feeds allowed us to enhance product titles and descriptions without having to modify the website’s code;