How Divani.Store increased its Meta Ads ROAS by 51% thanks to product feeds
The online furniture market is extremely competitive. For international brands, performance relies on a subtle balance between paid campaign structure and product data precision. Without optimized data and an acquisition strategy tailored to local market specifics, advertising budgets are quickly exhausted without generating the expected conversions. This is precisely the challenge that Italian sofa brand Divani.Store faced during its rollout in the French market.
Restructuring and tracking precision: the pillars of performance
To maximize Divani.Store’s profitability, our teams began by isolating the French market within a dedicated Meta Ads account. This segmentation allows for finer budget allocation and tighter campaign management. At the same time, we improved performance measurement reliability by implementing the Conversions API (server-side tracking) combined with custom audiences. This infrastructure provides Meta’s algorithms with optimal visibility into the buying journey, ensuring high-precision targeting.
Product data at the heart of Social Commerce
On Meta Ads, particularly through Dynamic Product Ads (DPA) formats, campaign quality depends directly on product feed quality. Meta’s algorithms rely on attributes provided by the feed aggregator to match the right product to the right user. At Feed Manager, we worked on continuously enriching Divani.Store’s catalog:
- Categorization and key attributes: Structuring titles, descriptions, and visuals to capture the local buyer’s attention.
- Regular updates: Precise inventory and price synchronization to prevent ads from showing for out-of-stock items.
- New catalog segmentation: Campaigns were restructured according to objective types (Prospecting, Conversion, Catalog Remarketing).
Results: A 51% increase in ROAS on conversion campaigns and a 63% increase in generated revenue year-over-year.
Conclusion
Divani.Store’s success proves that a high-performing Social Ads strategy relies on the perfect blend of media expertise and technical product feed mastery. Feed Manager supports e-commerce retailers in transforming their product data into profitable growth drivers.
Thank you to Divani.Store for their trust in this project:
“Feed Manager’s deep understanding of local consumer behavior and feed optimization, combined with the ability of both our teams to react quickly to different signals and adapt, was essential to the success of this partnership.”
Looking to restructure your Social Media campaigns and optimize your product feeds? Contact our experts today.
FAQ
1. Why separate advertising accounts by country on Meta Ads?
Separating accounts isolates budgets, tailors creative assets to cultural specifics, and enables precise analysis of local consumer behavior without diluting algorithm learning data.
2. What is the benefit of server-side tracking (Conversions API)?
The Conversions API bypasses restrictions related to third-party cookies and ad blockers. It sends events directly from your server to Meta, ensuring an accurate measurement of ROAS.
3. Why is the product feed so important on Meta Ads?
Meta uses data from your feed (titles, images, categories, prices) to automatically generate your dynamic ads. A rich, well-structured feed improves ad relevance and reduces your cost per acquisition.
4. Which formats leveraging product feeds should you test?
Dynamic Product Ads (DPA) and Collection formats are particularly effective. They allow you to display a personalized catalog based on the user’s past browsing activity or interests.
5. How does Feed Manager support e-commerce brands?
Feed Manager optimizes the entire value chain: auditing and structuring product feeds, setting up tracking, and expert management of your paid campaigns (Meta, Google Shopping, TikTok, Amazon).
