Fashion ecommerce · Black Friday
The ROAS decay was an inventory problem.
+70%Increase in sales
+49%Improvement in ROAS
-30%Customer acquisition cost
The problem
ROAS declined consistently after the first 72 hours of any campaign. With no centralised data warehouse, optimisation decisions were being made on intuition rather than evidence — and budget kept flowing to products that were nearly out of stock.
What we did
Architected a centralised warehouse in Google BigQuery that joined real-time inventory against blended Shopify and Meta Ads metrics, surfaced in Looker Studio. That made dynamic creative management possible: spend now shifts automatically with product availability instead of days after someone notices.
Where it landed
Sales up 70%, ROAS up 49% and acquisition cost down 30%, plus automated inventory and item-trend reporting the team still runs off.