When the agency joined the project, the client was facing serious problems with tracking events on the website. In particular, site events were tracked incorrectly and there were conflicts between different integrations in the site's admin panel. Additional complications were the off-season period and a limited product range that depended heavily on seasonality. So the client's initial request was focused on solving technical analytics problems and achieving any sales with a positive ROAS (return on ad spend).
Problem 1: Incorrect event tracking on the website
Problem description: The pixel and site events weren't being tracked properly due to conflicts in the admin panel and incorrect settings. This made effective ad campaign optimization impossible.
To solve the problem, the team took a deep dive into the client's site admin panel at the start. Although we don't specialize in development or managing various CMS platforms, after spending several days identifying and fixing the issue, we did correct the event tracking setup. This was a fundamental step that made it possible to optimize ad campaigns correctly and start getting first results.
Problem 2: Low return and weak sales dynamics
After fixing event tracking, we started getting first sales, but their dynamics were unsatisfactory and the return was too low. We understood that this was the “off-season” for the local audience (Estonia), but we wanted to find the creative, audience and product combinations that would let ads pay off during the off-season. This approach helps you keep in touch with the audience and stay visible amid the noise.
Through continuous creative optimization, experiments, and tests of audiences and different product categories, we found the right combinations and steadily improved results over 2 months as we gradually moved into the season.
Tracking optimization: Fixing technical tracking issues on the website was a critically important first step that made further optimization possible.
Reaching profitability: A project that initially had no sales or positive ROAS began to grow within a few months thanks to continuous work on creatives and tests of audiences, products and ad formats.
Scaling in season: When the season arrived, we scaled budgets in time and achieved the best revenue results in the entire history of this business.
This case study shows that fundamental technical setup is the foundation of any successful marketing. Continuous optimization and creative experiments can significantly improve results even with a limited product range and an off-season period, and scaling budgets at the right time lets you capture the most from the existing market.
