Cost per Google-reported purchase down 40%.
After Zero Dimensions moved WowEye's Google Ads to one Performance Max campaign on 6 August 2026, the cost per purchase fell 40%, from ₹796 (7 July–5 August) to ₹475 (6–28 August 2026), as reported by Google Ads, while daily spend fell from ₹2,560 to ₹1,537.
- Client
- WowEye
- Industry
- Ecommerce and retail
- Services
- Performance marketing
- Result
- Cost per Google-reported purchase down 40%: ₹796 → ₹475 after moving to one Performance Max campaign (Jul–Aug 2026)
After Zero Dimensions moved WowEye's Google Ads to one Performance Max campaign on 6 August 2026, the cost per purchase fell 40%, from ₹796 (7 July–5 August) to ₹475 (6–28 August 2026), as reported by Google Ads, while daily spend fell from ₹2,560 to ₹1,537.
The challenge
WowEye is the online store of EYETECH, a Gujarat optical retailer selling sunglasses, eyeglasses, prescription and contact lenses, with watches from April 2026. Its main paid channel is Google Performance Max, almost all of it product (Shopping) ads: 82,654 of its 82,671 Google Ads clicks in October 2026 (Google Merchant Center and Google Ads). Meta Ads are a smaller channel.
- Google Ads could not see sales. Its purchase tag had stopped in October 2025. From 27 October 2025 until tracking was restored on 13 June 2026, Google Ads spent ₹2,62,380 and recorded no purchases, so Performance Max was bidding blind.
- The older figures could not be trusted. In July 2025 the old tag reported 260 purchases from the ads alone, while Google Analytics recorded 91 across the whole store.
- A wider range to fund. Watches went on sale in April 2026, so the budget had to be split across eyewear and watches.
- A new store on the way. WowEye was moving off Shopify on 29 August 2026, so purchase tracking had to be built again.
What we did
Got Google Ads to see purchases again
We connected Google Ads purchase tracking through Shopify's Google & YouTube app. It recorded purchases from 13 June 2026, after almost eight months with none.
Tested separate campaigns for watches and sunglasses
Next to the main India campaign, we ran a Performance Max campaign for watches from 17 April 2026 and one for sunglasses from 9 June 2026. From 13 June to 5 August, Google reported a cost per purchase of ₹654 for the main campaign and ₹593 for watches, but ₹1,269 for sunglasses, which brought ₹6.81 of Google-reported sales per ₹1 against ₹19.98 for the main campaign.
Ran one campaign instead of three
On 6 August 2026 we stopped the watch and sunglasses campaigns and raised the main campaign from about ₹980 a day to about ₹1,536 a day. Total Google Ads spend fell from ₹2,560 to ₹1,537 a day.
Built purchase tracking into the new store
We built WowEye's new store, and its Google Ads purchase tag went live with it on 29 August 2026. The tag sends each order's value and order number, so Google does not count the same order twice.
Took Meta back to retargeting
We ran new Meta sales and retargeting campaigns from 13 May to 22 July 2026. They cost ₹1,261 per Meta-reported purchase, against ₹500 for the retargeting campaign WowEye had run since May 2025, so from 9 August we ran retargeting alone.
Results
In the 23 days after the change (6–28 August 2026), Google Ads spent ₹35,355, ₹1,537 a day, and Google reported 74.5 purchases, 3.24 a day, at ₹475 each. In the 30 days before (7 July–5 August), it spent ₹76,792, ₹2,560 a day, for 96.4 purchases, 3.21 a day, at ₹796 each. Clicks rose from 1,637 to 1,821 a day as the cost per click fell from ₹1.56 to ₹0.84, and the sales value Google reported rose from ₹13.48 to ₹30.15 for every ₹1 spent.
Google Analytics, which counts purchases separately, shows the same direction. Purchases in visits from Performance Max went from 1.83 to 2.22 a day, so Google Ads spend per recorded purchase fell from ₹1,396 to ₹693. The sales value it recorded in those visits was ₹5,23,031 before and ₹5,14,668 after, so Google Ads spend fell from 14.7% to 6.9% of it. Google and Meta spend together fell from ₹3,611 to ₹1,783 a day.
Since the store moved on 29 August, the single campaign has spent about ₹1,487 a day. On the new store's purchase tag, Google reported 136.0 purchases in September and 137.0 in October 2026, at ₹333 and ₹332 each.
| Window | Google Ads campaigns running | Google Ads spend | Spend a day | Purchases reported by Google | Google-reported purchases a day | Cost per Google-reported purchase | Google-reported sales per ₹1 spent | Purchases from these ads in Google Analytics | Ad spend per purchase in Google Analytics | Sales value from these ads in Google Analytics | Purchases a day across the whole store (Google Analytics) |
|---|---|---|---|---|---|---|---|---|---|---|---|
| 7 July–5 August 2026 (30 days) | 3 | ₹76,792 | ₹2,560 | 96.4 | 3.21 | ₹796 | ₹13.48 | 55 | ₹1,396 | ₹5,23,031 | 5.27 |
| 6–28 August 2026 (23 days) | 1 | ₹35,355 | ₹1,537 | 74.5 | 3.24 | ₹475 | ₹30.15 | 51 | ₹693 | ₹5,14,668 | 6.70 |
Source: Google Ads, as reported by Google (all campaigns; purchases from the Shopify purchase tag used in both windows, by click date; spend includes ₹1,252 from an older campaign on 5–6 August), and Google Analytics (Cross-network channel, which is visits from Performance Max, and all channels). Orders placed. Checked on 9 November 2026.
| Campaign | Spend, 7 July–5 August | Purchases, 7 July–5 August | Cost per purchase, 7 July–5 August | Spend, 6–28 August | Purchases, 6–28 August | Cost per purchase, 6–28 August |
|---|---|---|---|---|---|---|
| Wow Eye - India (main Performance Max) | ₹28,639 | 29.8 | ₹960 | ₹35,325 | 74.5 | ₹474 |
| Watch Campaign (Performance Max, watches) | ₹23,537 | 43.6 | ₹540 | ₹0 | 0.0 | – |
| Sales-sunglasses-13 (Performance Max, sunglasses) | ₹23,394 | 22.0 | ₹1,063 | ₹0 | 0.0 | – |
| Performance Campaign (older campaign) | ₹1,222 | 1.0 | ₹1,222 | ₹30 | 0.0 | – |
| All campaigns | ₹76,792 | 96.4 | ₹796 | ₹35,355 | 74.5 | ₹475 |
| Channel | Visits, 7 July–5 August | Purchases, 7 July–5 August | Recorded sales value, 7 July–5 August | Visits, 6–28 August | Purchases, 6–28 August | Recorded sales value, 6–28 August |
|---|---|---|---|---|---|---|
| Cross-network (Performance Max) | 43,746 | 55 | ₹5,23,031 | 36,839 | 51 | ₹5,14,668 |
| Organic Search | 51,750 | 40 | ₹3,07,054 | 40,291 | 53 | ₹4,36,881 |
| Direct | 20,945 | 23 | ₹1,80,848 | 70,237 | 33 | ₹2,09,338 |
| Organic Shopping | 4,899 | 16 | ₹1,20,451 | 3,384 | 11 | ₹1,16,891 |
| Paid Social | 6,665 | 8 | ₹46,487 | 1,682 | 1 | ₹7,989 |
| AI Assistant | 1,997 | 5 | ₹69,831 | 1,756 | 0 | ₹0 |
| Referral | 455 | 9 | ₹1,02,855 | 385 | 3 | ₹35,890 |
| All other channels (Email, Organic Social, Paid Other, Paid Search, Unassigned) | 1,159 | 2 | ₹12,172 | 1,014 | 2 | ₹6,966 |
| All channels | 131,616 | 158 | ₹13,62,728 | 155,588 | 154 | ₹13,28,622 |
| Month | Campaigns with spend | Spend | Clicks | Purchases reported by Google | Cost per Google-reported purchase | Purchases from these ads in Google Analytics | Purchase tag Google Ads was counting |
|---|---|---|---|---|---|---|---|
| July 2025 | 1 | ₹30,165 | 24,127 | 260.0 | Not comparable* | 31 | Old website tag |
| August 2025 | 1 | ₹30,185 | 21,529 | 401.2 | Not comparable* | 51 | Old website tag |
| September 2025 | 1 | ₹29,932 | 22,607 | 417.1 | Not comparable* | 48 | Old website tag |
| October 2025 | 1 | ₹30,244 | 23,494 | 141.5 | Not comparable* | 27 | Old website tag, stopped in mid-October |
| November 2025 | 2 | ₹34,707 | 27,441 | 0 | None recorded | 2** | None working |
| December 2025 | 1 | ₹29,849 | 30,504 | 0 | None recorded | 2** | None working |
| January 2026 | 1 | ₹28,832 | 36,859 | 0 | None recorded | 1** | None working |
| February 2026 | 1 | ₹30,279 | 40,290 | 0 | None recorded | 4** | None working |
| March 2026 | 1 | ₹30,094 | 45,058 | 0 | None recorded | 1** | None working |
| April 2026 | 2 | ₹37,190 | 52,836 | 0 | None recorded | 1** | None working |
| May 2026 | 2 | ₹45,553 | 41,221 | 1.0 | Not meaningful | 0** | Shopify app tag, recording from 13 June |
| June 2026 | 3 | ₹61,367 | 56,910 | 67.3 | Part month: tag recording from 13 June | 32 | Shopify app tag |
| July 2026 | 3 | ₹79,058 | 50,655 | 108.8 | ₹726 | 71 | Shopify app tag |
| August 2026 | 3 to 5 August (plus an older campaign on 5–6 August), then 1 | ₹51,979 | 54,843 | 102.9 | ₹505 | 62 | Shopify app tag to 28 August, new-store tag from 29 August |
| September 2026 | 1 | ₹45,249 | 67,140 | 136.0 | ₹333 | 82*** | New-store tag |
| October 2026 | 1 | ₹45,456 | 82,671 | 137.0 | ₹332 | 101*** | New-store tag |
| July–October 2025 | 1 | ₹1,20,527 | 91,757 | Not comparable* | Not comparable* | 157 | Old website tag |
| July–October 2026 | 1 to 4 | ₹2,21,742 | 255,309 | 484.8 | Two different tags | 316*** | Shopify app tag, then new-store tag |
Source: Google Ads, as reported by Google (spend, clicks and purchases by month, by click date), and Google Analytics (purchases in Cross-network visits), checked on 9 November 2026. Totals add up the months above. * The old website tag reported more purchases from the ads than Google Analytics recorded across the whole store (July 2025: 260 against 91). ** Google Analytics also recorded only a small share of orders in these months. *** Counts only; October may still rise slightly as Google adds late purchases.
| Month | "Purchase" (old website tag) | "Google Shopping App Purchase (1)" (Shopify app tag) | "WowEye Website Purchase" (new-store tag) | All purchase tags |
|---|---|---|---|---|
| October 2025 | 141.5 | 0 | 0 | 141.5 |
| November 2025–April 2026 | 0 | 0 | 0 | 0 |
| May 2026 | 0 | 1.0 | 0 | 1.0 |
| June 2026 | 0 | 67.3 | 0 | 67.3 |
| July 2026 | 0 | 108.8 | 0 | 108.8 |
| August 2026 | 0 | 84.8 | 18.1 | 102.9 |
| September 2026 | 0 | 0 | 136.0 | 136.0 |
| October 2026 | 0 | 0 | 137.0 | 137.0 |
| Month | Spend | Purchases reported by Meta | Cost per Meta-reported purchase | Sales value claimed by Meta | What ran |
|---|---|---|---|---|---|
| April 2026 | ₹10,541 | 16 | ₹659 | ₹1,91,153 | Retargeting campaign running since May 2025, plus boosted posts |
| May 2026 | ₹24,879 | 26 | ₹957 | ₹1,83,755 | Retargeting campaign, plus new sales campaigns from 13 May |
| June 2026 | ₹44,735 | 27 | ₹1,657 | ₹3,04,510 | New sales and retargeting campaigns; the older retargeting campaign until 10 June |
| July 2026 | ₹42,914 | 48 | ₹894 | ₹4,77,295 | New sales and retargeting campaigns, to 22 July |
| August 2026 | ₹6,563 | 22 | ₹298 | ₹1,92,148 | Older retargeting campaign only, from 9 August |
| September 2026 | ₹4,228 | 2 | ₹2,114 | ₹7,497 | Retargeting only; last purchase recorded on 4 September |
| October 2026 | ₹8,031 | 0 | None recorded | ₹0 | Retargeting only; stopped after 24 October |
| May–July 2026, new sales and retargeting campaigns | ₹1,02,106 | 81 | ₹1,261 | ₹7,86,259 | 13 May–22 July 2026 |
| May–July 2026, retargeting campaign running since May 2025 | ₹10,002 | 20 | ₹500 | ₹1,79,301 | May and June 2026 |
Source: Meta Ads, as reported by Meta (default attribution, by month and by campaign), checked on 9 November 2026. May–July includes ₹421 of boosted posts. Google and Meta both claim some of the same orders.
The numbers behind this chart
| Month | Meta Ads spend |
|---|---|
| Jul 2025 | ₹9,092 |
| Aug 2025 | ₹9,375 |
| Sep 2025 | ₹8,868 |
| Oct 2025 | ₹9,295 |
| Nov 2025 | ₹8,437 |
| Dec 2025 | ₹7,633 |
| Jan 2026 | ₹7,909 |
| Feb 2026 | ₹6,785 |
| Mar 2026 | ₹7,976 |
| Apr 2026 | ₹10,541 |
| May 2026 | ₹24,879 |
| Jun 2026 | ₹44,735 |
| Jul 2026 | ₹42,914 |
| Aug 2026 | ₹6,563 |
| Sep 2026 | ₹4,228 |
| Oct 2026 | ₹8,031 |
What else changed, and what didn't work
- Store-wide demand rose in the same weeks. Google Analytics recorded 5.27 purchases a day across the store before the change and 6.70 after, and visits from Performance Max kept about a third of them (55 of 158, then 51 of 154). The comparison covers 30 days before and 23 days after one change, and all figures count orders when they are placed.
- The store moved off Shopify on 29 August 2026. Google's purchase tag changed with it, so September and October can't be compared directly with earlier months, and Google Analytics on the new store records purchases without order values.
- Year on year, the ads cost more per recorded sale. Google Analytics recorded 133 purchases in Performance Max visits in July–August 2026 against 82 a year earlier, but Google Ads spend more than doubled (₹60,350 → ₹1,31,036), so spend per recorded purchase rose from ₹736 to ₹985.
- Meta sales campaigns didn't pay back. The new Meta sales campaigns of May–July 2026 cost ₹1,261 per Meta-reported purchase and were stopped after 22 July. Meta has recorded no purchases on the new store since 4 September 2026.
Figures checked on 9 November 2026. Google and Meta keep adding late purchases for several weeks, so October 2026 may still change slightly.
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