Store website ↗Multi-category e-commerce · UkraineEriksann: Google and Meta measured separately, reviewed together
Google captures product demand; Meta supports catalog sales, retargeting and controlled creative tests. We do not combine both attribution systems into one inflated number.
- Google Ads conversions
- +24.2% vs the previous 30 days
- Meta Ads purchases
- +65.8% Meta attribution
Case at a glance
- Work period
- What we focused on
- Google Ads · Meta Ads · Catalog sales · Retargeting
Case logic
- 01Starting point
The channels serve different roles in the purchase journey. A blended report could double-count outcomes or hide which channel had actually changed.
- 02Team action
Measure Google and Meta separately over equal completed periods.
- 03Recorded outcome
Google and Meta both improved within their respective roles. The team can see each channel contribution without double-counting.
What constrained growth
The channels serve different roles in the purchase journey. A blended report could double-count outcomes or hide which channel had actually changed.
What the team changed
Measure Google and Meta separately over equal completed periods.
Prioritize product groups in Google using observed returns.
Separate catalog activity, retargeting and creative tests in Meta.
Do not credit a new creative test with results generated before it launched.
What changed after the rebuild
- Google Ads conversions
- +24.2% vs the previous 30 days
- Meta Ads purchases
- +65.8% Meta attribution
LeveLL: stronger Google efficiency and more Meta-attributed purchases
We gave each channel a distinct role: Google serves active demand, while Meta brings shoppers back to the catalog and helps them discover categories.
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