Context
Kinetic Wear is a French technical sportswear brand launched in 2022: leggings, sports bras, technical tees and shorts for running and CrossFit. The catalog has 80 SKUs with a 58 euros average order value. The Shopify store generates 195,000 euros in monthly revenue.
The brand targets a young audience (18-34) very active on TikTok. The marketing team started testing TikTok Ads in early 2024 with a monthly budget of 8,000 euros, hoping to leverage virality and lower acquisition costs than Meta Ads.
The challenge
After 3 months of TikTok Ads testing, the result is mixed. TikTok Ads Manager ROAS oscillates between 1.2 and 1.8, well below the 2.5 target. The team considers cutting TikTok.
Before cutting, the founder wants to understand why TikTok underperforms while organic videos crush it. She suspects several issues: unreliable TikTok attribution (short window, many post-view conversions), featured products with low margins, high return rate on leggings (15%) not factored into TikTok ROAS, and daily fluctuations hard to track without automation.
The Fullmetrix solution
Kinetic Wear connects Shopify and the TikTok Ads account to Fullmetrix. COGS and return rates per product are imported. The real-time POAS module is activated to calculate the true profitability of each TikTok campaign hour by hour.
The verdict drops: average TikTok POAS is 0.4, while TikTok ROAS shows 1.5. The gap is explained by product margins (leggings 32% vs sports bras 61%), returns (15% on leggings vs 6% on bras) and free shipping above 50 euros.
Instead of cutting TikTok, the team pivots. Campaigns are segmented by product line with a minimum 1.5 POAS target. Videos pushing leggings (low margin) are disabled, those pushing bras and tees (high margin) are scaled. Lookalike audiences are rebuilt from Fullmetrix Champions RFM segments.