Retrobird
Two markets, two languages, one measurement stack. I set up separate account logic for Turkey and Europe; shared reporting via GA4/GTM, ROAS-driven creative testing loop.
Year by year, piece by piece.
E-commerce · Turkey & Europe
What made this hard
When Turkey and Europe run in the same account, currency, basket value and cost per conversion get tangled; the average figure misrepresents both markets. Add post-iOS signal loss on top: as browser-side measurement thins out, automated campaigns learn from less data. I've written about the signal side separately.
What I prioritised
We built the measurement layer first — until GA4 and GTM are right, no campaign decision is trustworthy. Then I separated the TR and EU accounts, each running on its own currency, target and budget. I put creative testing on a weekly cycle, because as signal thins, creative becomes the main variable steering the algorithm.
