A national baby & juvenile-gear retailer
Legacy DTC ecommerce · deep catalog
1% to 2%: a replatform that doubled conversion
A Shopify migration and a profit-grade data rebuild made margin-aware bidding possible, and produced the best holiday peak in the retailer's history.
The receipts.
From a 1% baseline to 2% after the replatform and data rebuild. The same traffic, twice the orders.
The Black Friday–Cyber Monday we ran together was the highest-revenue holiday peak in the retailer's history.
Re-architected the signal sent to the ad platforms so bidding optimized to profit on ad spend, not just revenue. Margin-aware buying on every campaign.
Where it started.
The setup.
A long-established DTC retailer with a deep catalog was running on a legacy ecommerce stack. Traffic was healthy, the brand was trusted, and the storefront still converted at roughly 1%, about half the benchmark for the category. The program wasn't broken so much as boxed in by the platform it was built on.
The constraint.
On the old stack, you couldn't send the ad platforms the signal they actually needed. Bidding optimized to revenue or last-click conversions, never to profit. For a retailer carrying real margin variance across thousands of SKUs, that's expensive: the algorithm was buying the wrong orders efficiently.
What was at stake.
The holiday peak. Black Friday through Cyber Monday is the year for this kind of catalog. Walking into it on a platform that couldn't pass clean, margin-aware signal meant leaving real money on the table at the exact moment volume is highest.
What we did.
Quick wins.
We started where we always start: getting the data honest. Tracking was audited end to end, the obvious leaks in the existing program were closed, and we mapped exactly what signal the platforms were and weren't receiving. Unglamorous, necessary, and it bought the room to do the bigger build.
Integration.
We migrated the catalog onto Shopify and rebuilt the data layer around it. Server-side tracking, a clean product feed, and the real unlock: profit data flowing back to the ad platforms so bidding could optimize to profit on ad spend (POAS) rather than top-line revenue. The buying went margin-aware on every campaign.
Compounding.
With honest, profit-grade signal live, the program compounded into the holiday. Site conversion climbed from 1% to 2%, the same traffic producing twice the orders, and the BFCM that followed was the highest-revenue holiday peak in the retailer's history. Total profit moved with it.
- Shopify migration
- Profit-on-ad-spend (POAS) bidding
- Server-side tracking
- Product feed & catalog data
- Conversion rate optimization
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