Retrobird — two markets, one measurement stack
Separate account logic for Turkey and Europe, shared GA4/GTM; ROAS-driven creative testing loop.
My roleHead of Performance Marketing
Period2024 · Adsaturn
ChannelsGoogle Ads · Meta Ads · GA4/GTM
BrandRetrobird →
04
E-commerce · TR & EuropeProblem
Where it started.
Creative and offers that worked in Turkey didn't deliver when carried to Europe unchanged; currency, shipping terms and language were different, and measurement was mixed in one pot.
Approach
Step by step.
Measurement stack
GTM/GA4 e-commerce, Meta CAPI; shared but separable reporting for two markets.
TR & EU account split
Separate campaign sets and budgets by language, currency and shipping terms.
Creative testing loop
Weekly Meta creative rotation and learning report; winning formats carried to Google.
Result
What changed.
Both markets started learning from their own data; which creative and offer works in Europe became visible independently of Turkey.
2Markets · TR & EU
2Languages
1Measurement stack
Learnings
Lessons.
- "What works, works" is an expensive assumption. Every new market should start with a small-budget creative/offer test.
- Shipping terms are ad copy. In Europe, delivery time and cost decide conversion as much as the click.
Shall we talk ?
I'd be glad to walk you through the details, the data and the decisions behind it.