Context
Senior Performance Marketing Consultant at a digital marketing agency (2022–2024), managing paid acquisition for a portfolio of e-commerce brands — fashion, lifestyle and consumer goods — expanding into new European markets.
Roadblocks
Signal loss after iOS 14 and cookie restrictions: platforms reported conversions the store didn't see, and vice versa.
Performance Max as a black box, cannibalising branded search and hiding where the money went.
Feed problems: disapprovals, weak titles and missing attributes holding back Shopping visibility.
ROAS without margin: "best-performing" products were sometimes the least profitable.
Expanding to new countries meant new languages, currencies and feeds from scratch.
What I did
Rebuilt measurement: server-side tagging, Meta Conversions API, enhanced conversions and Consent Mode, with Shopify as the reference for revenue.
Restructured PMax and Shopping by margin and stock using custom labels; excluded brand terms to protect search; ran standard Shopping alongside as a control.
Optimised feeds: rewritten titles, complete attributes and localised feeds for every new market.
Moved bidding from ROAS toward profit, so budget followed contribution margin.
Ran Meta Advantage+ Shopping with a structured creative-testing cadence (hooks, UGC, offers).
Results
Clients scaled into new EU markets with clean localised feeds and reliable tracking from day one.
Budget decisions based on profit and real store revenue instead of platform-inflated ROAS.
A repeatable expansion playbook reused across brands in the portfolio.
0 likes · 43 views · May 7, 2024
Scaling Shopify brands profitably across new markets, after iOS 14 broke the old playbook.
