Techweise

We agreed on one way of measuring, with Triple Whale as the source of truth. For each platform we calculated a correction factor: Google and Meta credit themselves with more than reality, so the target you enter in the platform has to be higher than what you actually want to see. Techweise now knows exactly which ROAS target to set in Google and in Meta to land on the desired blended ROAS at the bottom line.

Meta took the role of demand driver at the top of the funnel, while Google captures the demand that already exists. Each channel got its own target instead of one generic number across everything.

When a technical error wiped out two weeks of conversions, we restored them with a hashed backfill upload so the bidding algorithms would not train on a gap in the data. We also rebuilt the Performance Max and Demand Gen campaigns around product themes and promotions, such as the Summer Clean Cashback.