How Promodo and COMFY Tested Catalog Ads Optimization with GA4 Data on TikTok

Solution

Based on our experience, a new campaign usually needs about two weeks to complete the learning phase and reach a stable ROAS. So we decided to test the new capability on campaigns that were already performing consistently well. This let us assess whether the new approach could further boost the results of ads that were already performing well.

Added GA4 as a Data Source for Optimization

In the classic setup, TikTok optimizes ad delivery based on conversion data received through the TikTok Pixel. In other words, the system learns from user actions after they interact with an ad and looks for audiences more likely to complete the target action. Catalog Ads campaigns using this setup were already delivering consistently high ROAS. 

So when TikTok introduced GA4 data integration in beta, it was a logical next step in further optimizing the channel for COMFY.

The setup was updated: TikTok can now receive additional purchase data recorded in GA4. At the same time, the platform can use this data alongside Pixel data when optimizing ads.
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Launching the Test Campaign

To assess the impact of the new optimization approach specifically, we did not change any additional audience settings. The campaign targeted a broad audience across the country, with no interest-based targeting and no separate retargeting. The primary goal remained a purchase — a completed order on the COMFY website.

We launched the test campaign in parallel with the existing one to compare results across key metrics: spend, conversions, revenue, and ROAS. This let us see whether the new optimization approach delivered better results than the campaign that was already performing well.

Results

To assess the impact of the new settings, we compared the results of the classic catalog ad campaign against a campaign that also used GA4 data for optimization. 

Both campaigns used Catalog Ads, and the key goal in both cases was a purchase, which let us compare campaign performance under identical conditions.
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The results showed that additional optimization data creates opportunities for further performance gains in campaigns that are already working well.

For COMFY, this is especially valuable because of the scale of its product assortment. The catalog contains thousands of products, and effective advertising requires accurately finding the right audience for each of them.

The algorithm needs to do more than just track conversions: it has to identify which users are most likely to buy and which products to show them.

COMFY's trust in Promodo’s expertise allows us to quickly approve and test new solutions. For us, it's another example of how a strong partnership helps clients be among the first to access new opportunities.
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Advertising technologies are evolving rapidly, and businesses that want to stay ahead can’t afford to wait. At COMFY, we’re always open to new approaches. Being among the first to test new solutions helps us find growth opportunities before others even start looking.

So, when the Promodo team suggested testing a new approach to ad optimization on TikTok, we immediately agreed. For us, it is important not just to keep up with new opportunities, but to test them in practice and understand what value they can bring to the business.

The results confirmed the potential of the new approach: efficiency increased even in a campaign that was already delivering strong results. This is especially valuable to us: when thousands of products compete for shoppers’ attention at the same time, reaching the right audience more precisely makes a real difference.

For us, the value of partnering with Promodo lies in the team’s willingness to explore new growth opportunities together with us and quickly test them in practice. This allows us not just to keep up with market changes, but to use them to grow the business.

- Lev Ratisnkyi, Head of Digital COMFY

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