Better Life
Ecommerce Performance Marketing & Digital Analytics
Better Life is a UAE-based home retail brand offering appliances, electronics, and lifestyle products through its ecommerce platform and retail presence.
Increase in conversion value
Reduction in cost per conversion
Improvement in conversion rate
Conversions generated through Google Performance Max campaigns
THE CHALLENGE
Better Life needed to improve ecommerce performance in a competitive online retail category.
The challenge was not just increasing traffic or running paid campaigns. The priority was to improve media efficiency, increase conversion value, manage budgets more intelligently, and understand which platforms, campaigns, and customer journeys were creating measurable commercial impact.
A stronger tracking foundation was also required to measure ecommerce actions more clearly, including product engagement, checkout behaviour, funnel drop-offs, and completed purchases.
THE SOLUTION
A data-led performance marketing strategy was built across Google, Meta, TikTok, and Snapchat.
Google and Meta were used as the primary performance and retargeting channels, while TikTok and Snapchat supported brand awareness, product discovery, and audience re-engagement.
Google Performance Max became the main ecommerce conversion driver, generating over 90% of total conversions. Meta supported retargeting, engagement, and lower-funnel activity, while TikTok and Snapchat helped reach and reconnect with audiences across earlier stages of the purchase journey.
Budget allocation was guided by platform behaviour, attribution modelling, conversion path reports, ecommerce performance data, and campaign-level efficiency. This helped prioritise spend toward channels and campaigns showing stronger purchase intent, higher conversion value, and better commercial return. To improve measurement, ecommerce dataLayer tracking, ecommerce events, and funnel tracking were implemented. This gave clearer visibility into how users moved from product discovery to checkout and purchase.
THE IMPACT
The campaign improved both ecommerce growth and paid media efficiency.
Conversion value increased by 49% compared to the previous year, showing stronger commercial return from performance marketing activity.
Cost per conversion reduced by 33% compared to the previous benchmark, improving the efficiency of media spend.
Conversion rate improved from 1.52% to 3.23%, reflecting a 112% improvement in ecommerce journey performance.
Google Performance Max delivered over 90% of total conversions, while Meta, TikTok, and Snapchat supported the wider funnel through awareness, engagement, and retargeting.
What Changed
Budget management became more strategic
Media spend was allocated based on platform behaviour, attribution insights, conversion paths, and ecommerce performance data.
Campaign strategy became more conversion-led
Google, Meta, TikTok, and Snapchat were structured around awareness, retargeting, purchase intent, and ecommerce conversion growth.
Data analysis became central to optimisation
Campaign decisions were supported by attribution modelling, conversion path reports, platform performance, and funnel behaviour.
Conversion value increased
The campaign generated stronger commercial outcomes compared to the previous year.
The ecommerce funnel became clearer
Ecommerce events, dataLayer tracking, and funnel reporting improved visibility across product views, checkout steps, purchases, and drop-offs.
Google PMax became the main growth driver
Performance Max delivered the majority of ecommerce conversions and became the strongest-performing campaign type.
Confidentiality Note: Selected campaign details, internal workflows, and platform-level performance data have been summarised to protect client confidentiality.
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