Cross-Channel Optimization: Breaking Data Silos
The Challenge
A multi-channel retailer was running campaigns on both Google Shopping and Meta DPA, but treating them as completely separate operations. This siloed approach created inefficiencies and missed opportunities across their digital marketing ecosystem.
Disconnected budget allocation between platforms, causing duplicate spend on the same products
Inability to connect user journeys across platforms, missing the opportunity to optimize the full customer path to purchase
One-size-fits-all approach to product promotion on both platforms, failing to leverage the unique strengths of each channel
Our Approach
We implemented our Accelerator plan with a focus on breaking data silos and creating a coordinated cross-channel strategy between Meta DPA and Google Shopping:
Cross-Channel Product Allocation
We developed a system that analyzes product performance across both platforms and intelligently routes budget to the best-performing channel for each product. This eliminated wasteful spend duplication and leveraged the strengths of each platform.
By understanding which products performed better on which platform, we created a coordinated approach that used Meta for demand generation and Google Shopping for conversion harvesting.
Strategic Product Segmentation
We implemented advanced product segmentation across both platforms, using seven distinct categories: Seasonal Items, Price Competitive Products, Special Offers, Low Performers, Best Performers, Zombie Products, and Medium Performers.
Each segment received tailored bidding strategies and budget allocations optimized for the specific platform, with high-margin under-performers given special attention to unlock their potential.
Full-Funnel Optimization
We designed a full-funnel strategy that utilized Meta's strengths in discovery and awareness to drive initial interest in products, then leveraged Google Shopping's high-intent traffic to capture conversions.
This coordinated approach recognized that different platforms excel at different stages of the customer journey, creating a seamless path to purchase that maximized efficiency at each touchpoint.
Dynamic Budget Reallocation
Our algorithm continuously monitored performance across both platforms and automatically adjusted budget allocation in real-time. This ensured marketing dollars always flowed to the highest-performing products and platforms.
The system also identified cross-platform signals, such as products gaining traction on Meta that could benefit from increased Google Shopping visibility, creating a virtuous cycle of improved performance.
The Results
Meta DPA Results
- 59% increased ad spend while maintaining profitability
- 29% growth in ROAS within 14 days of implementation
- Significantly improved discovery for new products
- Successful expansion in a new international market
Google Shopping Results
- 67% increase in revenue with 12.3% lower costs
- 72.6% conversion rate improvement through targeted segmentation
- Over 80% ROAS improvement across the account
- Elimination of wasteful spend on underperforming products
"The cross-channel approach completely transformed our digital marketing strategy. We're no longer running siloed campaigns—we're orchestrating a cohesive customer journey that leverages the strengths of each platform."
Ready to break down your marketing silos?
Run a free analysis of your Google Shopping account to see how our algorithm could optimize your cross-channel performance.