Challenge Overcome
Continente, a major Portuguese supermarket chain, sought a more effective way to boost performance across online campaigns for specific product categories. Despite selling a wide range of products online, they wanted their campaigns to optimize towards a smaller set of categories that delivered greater business value. However, their existing conversion system lacked the granularity needed to accurately isolate and measure campaign impact.
Approach Taken
Partnering with Incubeta, an effective solution was tailored to Continente’s needs, creating granular, category-level conversion tracking within Google Ads. Using Google Analytics enhanced ecommerce data and Google Tag Manager, we isolated and measured conversions for campaign-promoted product categories. This involved creating new, category-specific conversion actions in Google Ads and configuring Google Tag Manager to filter and route ecommerce data accurately, ensuring the correct information was fed into the relevant conversion actions.
Value Delivered
Implementing granular conversion tracking delivered significant campaign performance. Continente achieved a 7x increase in ROAS for a priority product within a specific category, alongside a 570% decrease in Cost per Conversion. This enabled accurate, category-level ROAS reporting, supporting more confident optimization and budget allocation decisions. As a result, Continente strengthened its reporting capabilities and gained clearer visibility into the true impact of marketing investment across individual product categories.
