COMFY
How COMFY boosted the performance of Catalog Ads with Google Analytics 4 data optimization
GA4 lifts Catalog Ads
COMFY and Promodo tested Google Analytics 4 purchase data as a secondary source for Catalog Ads optimization on TikTok and saw stronger results than the standard setup, including 36% higher return on ad spend and 53% lower cost per purchase.
- The side-by-side test ran broad across Ukraine, without interest narrowing or retargeting.
- From July 22 to August 22, purchases grew 2.8x, ordered revenue rose 75%, and budget increased 29%.
- This is a TikTok case study for informational purposes only; past performance does not guarantee future performance.
The Objective
Improving the performance of successful Catalog Ads campaigns
COMFY is one of Ukraine's leading home appliance and electronics omnichannel retailers, offering a wide range of products with a focus on delivering a seamless shopping experience. In collaboration with agency partner Promodo, the primary goal of the campaign was to elevate the performance of TikTok Catalog Ads and identify new opportunities to optimize advertising investments.
Having already achieved consistent success and high ROAS with TikTok Catalog Ads, COMFY sought to build upon its strong baseline. TikTok was the ideal partner to test early-access optimization mechanisms, allowing COMFY and Promodo to explore enhanced targeting using actual purchase data integrated from Google Analytics 4 (GA4).
The Solution
Testing Catalog Ads optimization with GA4 data
As a TikTok partner, Promodo secured early access to the platform's optimization capability, enabling COMFY to be among the first to test the mechanism. The strategy focused on testing the new data integration not on a fresh launch, but on campaigns with consistently high baseline performance to objectively measure incremental growth.
TikTok Catalog Ads served as the core format, automatically presenting users with relevant products from COMFY’s extensive catalog. While standard setups optimize ad delivery based on conversions tracked via the TikTok Pixel, this campaign additionally connected Google Analytics 4 as a secondary data source. Incorporating GA4 purchase events provided the optimization algorithm with a comprehensive view of post-click conversions, refining prediction models for user purchase intent.
To isolate the impact of the GA4 data source, targeting settings remained broad across Ukraine without interest narrowing or retargeting layers. The test campaign ran in parallel with the standard Catalog Ads campaign, enabling a direct side-by-side comparison across spend, conversions, revenue, and ROAS.
The Results
Higher performance for an established e-commerce campaign
To evaluate campaign efficacy, the team compared baseline performance from June against the GA4-optimized campaign running from July 22 to August 22. According to performance data from COMFY and Promodo, the integration delivered substantial gains across conversion metrics:
* ROAS increased by 36% compared to the standard Catalog Ads setup. * Cost per purchase (CPA) decreased by 53%. * Total purchases expanded by 2.8x (+176%), driving a 75% increase in ordered revenue with only a 29% increase in budget allocation. * Click volume grew 4.5x as the expanded data model identified high-intent users across broad audiences.
For an enterprise retailer with thousands of competing SKUs, the test confirmed that integrating secondary data sources like GA4 unlocks scalable efficiency even within high-performing e-commerce campaigns.
Advertising technology is evolving rapidly, and a business that wants to stay a leader can’t afford to wait. At COMFY, we are always open to new approaches — it’s our willingness to be the first to try new solutions that help us find growth opportunities where others are only beginning to look. So when the Promodo team suggested testing a new approach to ad optimization on TikTok, we agreed right away. The result confirmed the potential of the new approach — performance improved even in a campaign that was already showing strong results. This is especially valuable for us: when thousands of products compete for shoppers’ attention at the same time, the ability to find your audience more precisely really matters.
Your questions, answered
Business Help CenterHow was the GA4 test set up?
COMFY ran a GA4-optimized Catalog Ads campaign in parallel with its standard Catalog Ads campaign. Targeting stayed broad across Ukraine, with no interest narrowing or retargeting, so the team could compare spend, conversions, revenue, and return on ad spend more directly.
What changed when GA4 data was added?
Standard Catalog Ads optimization used TikTok Pixel conversion data. The test also connected Google Analytics 4 purchase events as a secondary data source, giving the optimization model a broader view of post-click conversions and purchase intent.
What results did COMFY report?
COMFY and Promodo reported a 36% increase in return on ad spend, a 53% drop in cost per purchase, and 2.8x more purchases. Ordered revenue rose 75% with a 29% budget increase, while click volume grew 4.5x.
Past performance does not guarantee or predict future performance.