Margin-Based Campaign Management

Optimise your profit with the TMS, CDP & Server-Side combo. Securely transmit your actual margin to algorithms (Google, Meta) to invest in your most lucrative sales.

1. Business Value: Guarantee actionable and certified data

Moving from volume-based management to real value-based management transforms your media efficiency into a direct profitability lever.

• Real ROAS Optimisation: AI learning algorithms prioritise sales that generate profit rather than those that artificially inflate turnover (e.g. discounted products).

• Smart budget allocation: Your budgets are automatically redirected to the most lucrative products and customer segments.

• Profitability control: You avoid over-investing in products whose margins are too low to absorb acquisition costs (CPA).

2. Implementation methodology

Step A: Cost data retrieval (Server Feed)

The CDP centralises sales prices (via TMS and Datacommander Tag) and cross-references them with your cost data imported from your ERP.

• Action: Create a calculated property in the CDP:

• Documentation: Augmented User Attributes

Step B: Conversion value calculation (CDP)

The CDP assigns each transaction its actual margin value, which becomes the reference ‘conversion value’.

• Action: Configure the automatic calculation rule for each validated purchase event.

• Documentation: Event enrichment.

Step C: Transmission to platforms (server-side connectors)

Via its API connectors (CAPI Meta, Google Enhanced Conversions), the CDP sends the margin value to advertising algorithms in real time.

• Action: Map the ‘Margin’ variable as the primary conversion value in your media destinations.

Step D: Profit analysis and management

Track the evolution of your net profit per channel directly in your performance reports.

3. Typical use cases

1. Retail (Sales): A product at 50% off generates revenue but little margin. The CDP reports this low profitability to Google Ads, which reduces bids to preserve your profit.

2. Fashion/Textiles: The CDP deduces the average return rate per category from the margin provided. The algorithms focus on items that are actually kept.

3. B2B/Services: Manage campaigns based on the estimated margin value of each potential contract rather than simply on the volume of leads.

Need help making your data flows more reliable?

Margin-based management is the ultimate step in data maturity. Our experts will help you reconcile your cost data and configure your API connectors.

Contact our support team: [email protected]