Cases · Cotonshoppen · Pet supplies · Strategic partnership
One funnelFrom scattered campaigns to one unified growth system — Meta and Google joined, not two competing.
The whole engine
Meta, Google, Klaviyo and tracking — one system
More than marketing
strategy, CRO and sparring with their team
2025 →
the collaboration continues — and we build on
Meta Ads
Google Ads
Klaviyo
Google Analytics 4Meta CAPI
Google Tag Manager
Profitmetrics
HotjarThe growth system — live
Ét system, hver sin rolle
Meta Ads
new customers
Google Ads
high-intent searches
cotonshoppen.dk
conversion & CRO
Klaviyo
repeat & reactivation
↺ segmenter og events sendes tilbage til annonceringen
Fundamentet
Server-side tracking · GA4 · Profitmetrics · Hotjar — rigtige tal bag hver beslutning.
Skitseret — kampagnestruktur, segmenter og tal forbliver Cotonshoppens.
01The brief
Cotonshoppen runs a specialised webshop with everything for dogs — thousands of products across brands. The advertising ran without a unified strategy: Meta and Google worked separately, the customer journey was opaque in the data, and the potential in the existing traffic and customer base sat untapped. They didn't need a supplier of ads, but a partner for the whole business.
02The growth system
We structured the account as one funnel across Meta and Google: demand is created in one place and captured in another, with a creative direction that balances product and brand. The two channels were given separate roles instead of competing for the same clicks.
03Data & lifecycle
Tracking was rebuilt with server-side signals, GA4 and a data layer, so the decisions rest on real numbers rather than the platforms' own. Klaviyo activates the customer base with flows for welcome, repeat purchase and reactivation — revenue that's sitting ready in the list before a single new click is bought.
04More than marketing
The partnership reaches beyond the campaigns: ongoing strategic sparring on offers, prioritisation and CRO — and we spar directly with their employees and upskill the team, so the capabilities stay in-house. A large client shouldn't have to depend on us to understand their own growth.
05The partnership
The collaboration is ongoing. Meta and Google share one funnel, Klaviyo carries the customer base, and the decisions rest on server-side data rather than the platforms' own numbers.
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