The Challenge

Bland Selv Frø wanted to gain better insights into their key metrics. As a data-driven company with a large number of orders, they needed a detailed understanding of what was selling and how profitable each order was, but crucial data was missing.

They also needed a way to monitor their performance in real-time in order to make the adjustments needed for optimal results.

Incomplete tracking

Like many retailers, Bland Selv Frø used client-side tracking to collect conversions. This meant that as many as 20% of their conversions were getting lost along the way due to ad blockers, or the tracking script failing to fire. They needed to improve their tracking rate.

Beyond the tracking, Bland Selv Frø wanted to get more from their conversion data: they needed insight into the profitability of every order in real-time.

Performance overview

Bland Selv Frø specializes in working with data, so they wanted an accessible way to follow their performance–not just weekly and monthly–but daily and hourly. Then needed a user-friendly dashboard that displayed the metrics that mattered most to them in real-time.

The Solution

Missing data

Bland Selv Frø switched to ProfitMetrics’ accurate server-side tracking to improve their tracking rate. It took just five minutes to connect their platform and link their marketing channels, and now that their conversions were going directly to Google Ads and Meta, their tracking rate rose to near 100%.

With all of their conversions now accounted for, they were ready for the next step: seeing their profitability in real-time.

They added their cost data to ProfitMetrics (shipping costs, discounts, cost of goods, etc.), which combined with the backend conversion data from their new tracking setup to create a highly accurate, holistic view of their performance. With the cost data added, Bland Selv Frø could now see the gross profit behind every order.

With their gross profit, Blend Selv Fro could begin using POAS® (profit on ad spend), a metric created by ProfitMetrics to measure gross profit divided by ad spend. Once POAS® was available in their Google Ads platform, they were able to switch from ROAS (return on ad spend) bidding to POAS bidding. This directed the algorithm to optimize for profit, rather than revenue.

Performance overview

Now that their tracking was improved and profitability data was available, Bland Selv Frø needed a way to follow specific metrics in real-time.

For this, they used ProfitMetrics’ Real-time Dashboard. The Dashboard enabled them to pick from a wide range of customer, marketing, and order metrics, then graph them to see a visualisation of their daily performance.

Bland Selv Frø had greatly improved their tracking rate, gained insight into the profitability of every order, and set up a custom, easy to use dashboard to track the daily performance of the metrics they cared about.

They knew which ads to focus their budget on, and they could follow those ads and make the right decisions according to any changes in performance. Now they had the confidence to begin scaling aggressively: in Q4 2024, they increased their ad spend by 371% compared to the previous year.

The Results

Year over year comparison of Q4 2023 and Q4 2024

• +20% tracking rate (up to nearly 100% tracking)
• +371% Ad spend
• +305% Revenue
• +436% Gross profit

With confidence in their numbers, an understanding of their profitability, and a simple way to follow their daily performance, Bland Selv Frø was able to make the big moves they needed to make, greatly increasing their revenue and profitability.