Gjertsen Sport used ProfitMetrics to fix tracking blind spots and scale confidently into peak sales periods, achieving results that significantly outperformed the same period from the previous year.
Gjertsen Sport is a Norwegian sporting goods retailer with more than 30 years of experience, known for high-quality equipment, apparel, and exceptional customer service. Their agency, Evensen Marketing, is a Norway-based agency specializing in Google Ads and email marketing. They focus on driving profitable, sustainable growth for e-commerce brands.
Gjertsen Sport was operating without the clarity required to guide spend, prioritize campaigns, or scale responsibly.
Gjertsen Sport’s biggest issue was that their conversion tracking didn’t reflect reality. GA4 and Google Ads showed conflicting results, leaving the client unsure whether campaigns were truly underperforming or simply underreported. Because conversions weren’t tracked accurately, performance appeared weaker than it actually was.
Budget decisions were being made without a reliable picture of performance. Until tracking issues were resolved, neither the agency nor the client could scale with confidence.
Gjertsen Sport relied solely on revenue-based metrics, which left them without a clear view of which products and campaigns were actually generating profit.
They could see revenue and ROAS in Google Ads, but neither metric accounted for the costs (COGS, shipping, payment fees, packaging) behind each order. This lack of visibility made budgeting difficult, especially heading into peak sales periods where profit control mattered most.
"Previously, we were groping blindly in terms of costs and revenues. It was difficult to know what we were left with and whether we were profitable."
Ravn Evensen
Owner
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Evensen Marketing
Scaling into peak sales periods required a clear understanding of which products, categories, and campaigns could support higher spend. Because of their tracking inefficiencies and lack of clarity around profit drivers, Gjertsen Sport had no dependable framework for making those decisions; even small budget increases felt risky.
Evensen Marketing approached these challenges by rebuilding Gjertsen Sport’s performance framework from the ground up.
Evensen Marketing focused first on establishing a baseline for reliable performance data. They paired GA4 with backend revenue data and activated ProfitMetrics’ Server Side Tracking, allowing conversions to be captured accurately and consistently across platforms. This immediately clarified whether campaigns were genuinely underperforming or simply underreported, and ensured that Google Ads was optimizing against real business data rather than incomplete signals.
"A big advantage for us is being able to track exactly what we sell for and what we have in both fixed and variable costs so we can budget more correctly."
- Ravn Evensen, Owner of Evensen Marketing
With accurate conversion data in place, Evensen Marketing and Gjertsen Sport could finally evaluate performance with confidence, and they found that in fact their campaigns were performing better than previous reporting had shown.
After correcting the tracking, Evensen Marketing and Gjertsen Sport faced the more complex challenges: gaining insight into profit. Using ProfitMetrics, they connected full cost data to Google Ads and began measuring POAS® (Profit on Ad Spend), enabling decisions to be made based on a clear view of what actually drove profit. This gave both the agency and Gjertsen Sport confidence in which products and campaigns truly contributed to the bottom line.
With decisions guided by POAS®, budget allocation became more decisive and intentional, which was vital heading into peak sales periods, when a larger share of annual spend is concentrated into a short window.
With accurate tracking and profit-based decision making in place, Evensen Marketing and Gjertsen Sport were finally able to move from analysis to controlled scaling. Instead of guessing how much budget the business could sustain, they used ProfitMetrics to understand how changes in spend affected profitability at the campaign and order level.
This made it possible to scale only where profit thresholds were met, pause or adjust underperforming initiatives quickly, and plan growth around real financial limits rather than assumptions.
As a result, Gjertsen Sport entered peak sales periods with a clear framework for scaling responsibly, knowing when to push harder, when to hold back, and how to protect margins as spend increased.
With ProfitMetrics, Evensen Marketing helped Gjertsen Sport regain control of their Google Ads performance and scale with confidence into peak sales periods. Having a reliable view of profitability made it possible to increase spend without losing control of margins, while also improving visibility into new customer growth and overall account health.
In October, Gjertsen Sport significantly outperformed the same period from the previous year:
+ 36.1% Tracking Rate
+ 42.4% Revenue
+ 21.84% Net Profit
+ 123% Ad Spend
“I would highly recommend ProfitMetrics to others, for every kind of company out there. Margins are small in every segment, and the need for accurate measurement is extremely valuable when competition is so tough.”
Ravn Evensen
Owner
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Evensen Marketing
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