Budget moved from the home market into five international ones
The German market counted every order several times, and the international markets ran on the same logic as Germany. Twelve months later, international revenue has nearly doubled on around a third more budget.
- Industry
- Jewellery & accessories, D2C
- Markets
- DE, AT, CH, FR, IT, BNL
- Timeframe
- 12 months
- +97 %
- revenue in the international markets
- +44 %
- ROAS across all international markets
- −6 pp
- cost of sale, international
- The German account ran six overlapping purchase conversions as primary at the same time. It counted a multiple of the actual orders, and every metric built on that was distorted.
- Smart Bidding was learning on those inflated values. The account reported success while nobody could say what an order really cost.
- The five international markets were steered with the same logic as Germany, although competition, shipping costs and demand look different there.
- France was the only clearly unprofitable market and was up for shutdown.
- Deduplicated the conversion setup: one single primary purchase conversion, everything else secondary. Only after that was any reliable statement possible.
- Assessed every market on its own and steered it against its own cost of sale target instead of one shared account goal.
- Pulled budget out of Germany, where it no longer bought additional demand, and moved it into the markets with headroom.
- Rebuilt France instead of switching it off: feed, campaign structure and bidding targets from the ground up.
- Deliberately shrank Benelux. Not every market gets growth at any price.
- Across all international markets: around a third more budget, nearly double the revenue, ROAS up 44 % and a cost of sale six percentage points lower.
- France has turned around. On virtually the same budget, revenue more than doubled and cost of sale more than halved. The shutdown candidate is now one of the most efficient markets.
- Austria carries most of the growth: almost half as much budget again, and a clearly better ROAS on top.
- Germany runs stable on around eleven percent less budget, now on a measurement setup you can trust. The saved budget sits in the international markets.
- All six markets are now below the internal cost of sale target.
| Market | Budget | Revenue | ROAS | Cost of sale |
|---|---|---|---|---|
| Austria | +47 % | +118 % | +48 % | −5.9 pp |
| Switzerland | +55 % | +90 % | +23 % | −3.7 pp |
| France | +6 % | +131 % | +117 % | −16.8 pp |
| Italy | +79 % | +109 % | +16 % | −2.9 pp |
| Benelux | −36 % | −21 % | +24 % | −4.2 pp |
| Germany | −11 % | stable | stable | stable |
Change in the twelve months after the handover compared with the twelve months before. Switzerland is reported separately because of its own currency. Germany is not directly comparable because of the conversion tracking rebuild, which is why no improvement is claimed there.
We do not publish absolute budgets, revenue or order numbers. Those are our client’s figures, not ours. Everything here is a change against the same period a year earlier, and all of it can be verified in the account during a call.
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