Case Study: an online fashion retailer achieves 59% increase in 12-month lifetime ROI and 113% more new customers with Crealytics

Fashion Leader Unlocks CLV Smart Bidding Approach

an online fashion retailer — the largest online-only fashion player in Europe with customers in over 200 countries — needed to keep a customer-lifetime-value (CLV) focus while adopting Google’s automated Smart Bidding. The retailer worked with Crealytics to reconcile access to Google’s in‑auction signals with longer-term profit and new‑customer goals, because standard tROAS bidding favored easy, low‑value conversions and ignored margins and new‑customer value.

Crealytics implemented a hybrid “Smart Bidding CLV” solution by improving the data fed to Google: calculating exact product margins (adjusted for costs and returns) and assigning extra value to new‑customer purchases, then feeding those signals into Smart Bidding. As a result Crealytics helped the retailer drive 113% more new customers, cut customer acquisition costs by 51%, and increase 12‑month lifetime ROI by 59%, while retaining access to Google’s in‑auction signals.