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Performance Marketing
Confidential Multi-Marketplace Retailer
D2C E-commerce · Paid Media Efficiency
Challenge
The same retailer's ad spend across Amazon and Flipkart was being judged on top-line ROAS alone — with iOS 14+ attribution gaps and no server-side verification, the team couldn't tell if a "good" ROAS number was real or just an artifact of broken tracking.
Approach
We layered server-side GTM tracking on top of the marketplace pipeline to recover lost iOS attribution, rebuilt audience modeling around verified conversion data, and used the newly reliable data to reallocate spend toward the channels actually driving profit.
Results
- Blended ROAS improved roughly 15% (3.5x to 4.0x) over a 6-month window
- Customer acquisition cost dropped about 12% as attribution accuracy improved
- Data accuracy verified at 99.8% after moving tracking server-side, closing the iOS attribution gap