How product-level segmentation improved ROAS and product visibility

Dutch footwear seller Nolten Schoenen faced a familiar omnichannel retail challenge: account-level campaign performance appeared to be lagging, while rising costs and revenue pressure made it harder to see where growth was still possible.

Using Channable custom labels and performance-based segmentation, enriched with omnichannel data from Datafuse and activated by retail agency Multiply, the team shifted from campaign-level optimization to product-level decision-making and increased account-level ROAS by 40% in one month.

For a retailer with seven physical stores, premium brands, private label products, and a strong offline business, campaign-level data only showed part of the story. Some products had more commercial potential than online signals suggested, while others needed clearer prioritization in the ad structure.

Multiply and Datafuse used Channable to turn richer retail data into practical product groups inside Google Ads, supporting more accurate Google ads automation, better spend management, and clearer scaling decisions.

Key takeaways

• +40% account-level ROAS in one month

• +195% revenue and +42% conversions after shifting to product-level segmentation

• 50% of the assortment had been “invisible” before switching to Channable

• Custom labels were built in around one hour, making time to value fast

• Offline sales data helped identify strong store sellers that deserved continued support

About Nolten Schoenen

Nolten Schoenen is a premium footwear retailer in the Netherlands with seven physical stores and an omnichannel retail model. Its assortment includes premium brands and private label products, which makes product visibility, budget allocation, and channel-level decision-making especially important. With strong activity across online and offline channels, in-store sales data gives essential context for understanding total product performance.

The challenge: Inaccurate ad budgeting

Nolten aimed to grow revenue while navigating rising CPCs and a more challenging ROAS environment. To support that goal, the team needed better product visibility and more precise ad budgeting across its omnichannel retail setup.

• 50% of the assortment had limited paid visibility, with less than €0.50 spent per product over 30 days

• 20% of costs were linked to products that appeared less efficient in the ad platform

• Campaign-level analysis made it hard to see which individual products deserved more support

• Offline sales performance was not yet part of the ad platform’s decision logic

• Valuable products needed to be assessed using both online and in-store performance signals

By optimising Nolten’s setup, Multiply wanted to bring richer omnichannel data into product-level segmentation, so advertising decisions could reflect a more complete view of commercial value.

How Channable supported product-level optimisation

1. Channable turned omnichannel data into actionable product groups

Multiply and Datafuse shifted the analysis from campaign level to product level. Datafuse unified offline and online retail data from sources such as POS, ERP, webshop, and marketing platforms. Channable then became the activation layer where that data, supported by richer insights & analytics was translated into usable custom labels for Google Shopping ads.

• Channable segmentation combined online performance signals with offline sales data

• Custom labels created product groups based on actual business value, not just ad platform assumptions

• This gave the team a way to act on product-level insights inside Google Ads instead of relying on campaign averages

As a result, Channable made omnichannel product intelligence usable in day-to-day campaign management.

2. Channable identified products with strong in-store value

The team created a more complete definition of product performance. Instead of relying only on online campaign signals, they used Channable rules to identify products with meaningful commercial value across channels.

Two of the most important labels were:

• Performer - In-store for products originally classed as underperformers but with more than 6 store sales in the last 30 days

• Performer - High value for products with at least 1 store sale in 30 days, a price above €240, and cost below €30

This brought the full omnichannel context into view, so product performance could now be evaluated based on both in-store and online sales. Nolten could then continue supporting valuable store-led products with a clearer understanding of their total commercial role.

3. Channable brought new visibility to high-potential products

The team also analysed the products that were receiving very limited paid support. Many of these low-visibility products showed promising signals, including strong CTRs or solid offline sales. That suggested they had potential to contribute more when given the right support in the ad structure.

The team used Channable to create labels such as:

• Private label - Invisibles for low-visibility products that included private label, had a CTR above 2, and more than 2 total sales in 30 days

• Invisibles - Datafuse - Top sellers for low-visibility products with more than 13 total sales in 30 days that were not already tagged in the relevant invisible label

These segments gave the team a clear way to increase support for overlooked products that had real commercial promise.

The impact: Higher visibility, stronger ROAS

By isolating high-performing products and improving product-level segmentation, , Nolten achieved stronger performance within just one month.

• +40% account-level ROAS in one month

• +195% revenue

• +42% conversions

• +107% AOV

• +110% costs, reflecting increased investment behind better product logic

The invisible-product segment also showed strong gains:

• +357% number of stars

• +351% revenue

• -5% invisibles

Over a longer three-month view, the same segment delivered:

• +500% number of stars

• +292% revenue

• -20% invisibles

A separate optimisation group also delivered:

• +233% ROAS

• +317% revenue

The power of product-level analysis

Nolten’s success with Channable shows why product-level analysis matters so much in retail advertising. Campaign-level reporting can only tell part of the story, especially when offline sales are missing from the picture.

First, product-level logic gives retailers a more precise view than campaign averages alone. Channable helped Multiply and Datafuse act on individual product value instead of broad account signals.

Second, low-visibility products can have strong potential. Some simply were not being prioritised by Google’s algorithm, even though they showed signs of demand.

Third, offline performance changes the narrative. Products that looked less efficient online turned out to be commercially important once in-store sales were included.
Most of all, Nolten has discovered how to turn better retail data into practical ad structures quickly with Channable. The custom-label building only took around one hour, and the change in decision quality had a major positive impact fast.

Ready to dive deeper?

Channable product-level optimization is built to improve performance for omnichannel retail accounts. Explore how our custom labels and segmentation support smarter Google Ads decisions. Start your free trial today.

Contact our partner Multiply, retail marketing specialist, about the omnichannel case in collaboration with Datafuse.