Good campaigns start with clean product data.

The product feed is the real ad

In Shopping campaigns, Performance Max and catalog ads, nobody writes individual ads anymore. The platform builds them itself, from exactly the data the product feed provides. Title, image, price, category and attributes determine which search query a product appears for, who sees it on Instagram and what a click costs. A weak feed holds back every campaign, even when the bidding strategy and budget are well chosen. Dometrics therefore treats the feed as the central ad asset in e-commerce.

What dynamic ads and DCO mean for a business

Dynamic ads connect a product catalog with user behavior. Someone who viewed a pair of running shoes but didn’t buy sees exactly that pair again, at the current price and only while it’s in stock. New audiences are shown products that match their interests. For leadership, this means a catalog with thousands of items gets advertised without thousands of visuals being designed.

Dynamic creative optimization (DCO) extends this principle to the entire ad. A template defines frame, typeface and logo. Rules decide which content is inserted: a different offer in Vienna than in Graz, a different visual for new customers than for existing ones, a low-stock notice when inventory runs short. Dometrics builds DCO in Google Studio and serves it through Display & Video 360, which ties it closely to programmatic advertising.

How Dometrics optimizes feeds

The Shopify apps for Google and Meta send products exactly as they appear in the store. That data is built for the store, rarely for advertising. A title like “Classic Hoodie” makes sense on a product page, but in Google Search it competes with queries like “men’s organic cotton hoodie black”. Dometrics therefore works on three levels.

Titles and attributes

Product titles follow a fixed pattern per category: brand, product type and the decisive attributes such as material, size or color. The order follows search behavior derived from Search Console and search term reports. Missing required attributes like GTIN, brand or Google product category are filled in, and variants are grouped correctly via item_group_id. That reduces disapprovals and widens the range of queries a product is eligible for in the first place.

Custom labels by contribution margin

Revenue isn’t profit. A low-margin bestseller can lose money at an identical ROAS, while a high-margin niche product stays underfunded. Dometrics therefore fills the feed’s custom labels with margin tiers, sell-through speed, season and price bands. The campaign structure in paid advertising builds directly on top of them: product groups with high contribution margin get their own targets and their own budget, slow movers are managed separately or excluded.

Feed rules and supplemental feeds instead of rebuilding the store

Optimization uses the platforms’ built-in tools. In Google Merchant Center, feed rules handle recurring adjustments, such as assembling titles from brand, product type and attributes or excluding specific items. Supplemental feeds add individual fields per product ID, for example custom labels or revised titles, maintained in a Google Sheet. Missing base data such as barcode, brand or product category is filled in directly in Shopify, so the sales channels for Google, Meta and TikTok receive complete data from the start. In Meta Commerce Manager, data sources and product sets control which items flow into which campaign.

The titles and copy in the store stay unchanged, and the advertising feed becomes its own layer. Changes are traceable and can be tested deliberately. For companies, that means no additional software, no extra license and no dependency on an external feed service.

Dynamic creative: rules instead of one-off visuals

Where catalog ads rely on the platform’s standard layout, Dometrics builds custom dynamic templates for display and video in Google Studio. The logic follows a clear structure: the product feed or a maintained Google Sheet supplies the content, and a rule set decides who sees which variant. Typical rules cover location and region, campaign period, audience list, availability, price changes and the stage in the customer journey. New visitors see a category with an entry price, returning visitors the product they last viewed, existing customers complementary items. The variants are served through Display & Video 360.

To keep DCO from becoming a black box, every variant gets a distinct identifier. Reporting then shows not only which campaign works, but which combination of visual, message and offer. Those insights feed back into creative production and into the HTML5 banners that serve as the frame for dynamic content.

Measured at product level

Dynamic ads without clean tracking are especially error-prone. Retargeting only works if the product ID the pixel reports on a page view matches the ID in the feed exactly. If it doesn’t, for example because the feed uses the variant ID and tracking sends the parent product ID, the platform can’t map visits and purchases to any catalog item. The ads still run, but without the personalization they were built for.

Dometrics checks this alignment first and sends events through the Meta Conversions API and server-side tagging in Google Tag Manager. The foundation behind it is described in Tracking & Data Analytics and in the guide to server-side tracking. The dashboard then shows not just campaigns, but product groups and labels:

• Contribution margin after ad spend per custom label, not just ROAS per campaign.
• Share of products served: how much of the catalog receives impressions at all?
• Disapproval rate and feed errors over time, with an alert on any sudden spike.
• Platform revenue reconciled with store revenue, to expose double counting between Google and Meta.
• Title tests with before/after comparisons of impressions and click-through rate per product group.

Common sources of error

The most frequent problems aren’t strategic, they’re data errors. Feeds get set up once and then no longer maintained while the catalog grows. Prices in the feed drift from the price on the product page, which leads to suspensions in Merchant Center. Sold-out items stay active and burn clicks with nothing to buy. Performance Max campaigns run the whole catalog in a single asset group, so the algorithm pushes budget toward the products with the most volume, not the most profitable ones.

Meta catalog ads are also often equated with retargeting. Set up properly, they reach new audiences too, as long as product sets and exclusions are defined cleanly.

How dynamic ads fit into the Growth Engine

Dynamic ads aren’t an isolated channel. They connect the store, campaign management and tracking into a system that keeps itself up to date. Within the Growth Engine, they bridge the catalog and media: whatever the store carries gets advertised automatically, whatever is out of stock disappears from the ads.

Together with other services, this forms a closed loop. Optimized product pages from e-commerce raise the conversion rate after the click. Static and video creatives supply the hooks that dynamic formats can’t provide on their own. And email marketing with Klaviyo uses the same catalog for browse abandonment and cart flows, as described in the guide to Klaviyo flows. One feed, several channels, one shared measurement.

The scope of work and ongoing support is outlined on the pricing page.