YETI: Fewer Campaigns, Bigger Summer Scale

YETI’s Meta account had grown the way most successful enterprise accounts do: organically, one campaign at a time. Over the years, ad sets piled up for new product launches, specific product categories, custom items, GoBox lines, low-intent segments and remarketing. Each choice made sense in isolation, but by summer 2025 the account was bogged down by 25 conversion campaigns across four markets, including nine running simultaneously in the UK.

Meta’s algorithm thrives on data volume. It needs roughly 50 conversions per week per ad set to exit its learning phase and optimise efficiently. Under YETI’s fragmented setup, half of the 20 main conversion campaigns weren’t reaching that threshold at the campaign level, let alone per ad set. Regional campaigns in Germany and the Netherlands were running around 70% below it. On top of that, six separate broad Advantage+ campaigns in the UK were competing against each other for the exact same audiences. Heading into summer, the core challenge wasn’t whether to increase media spend but whether the account could absorb more budget without wasting it.

‍

The fix was simple in theory but demanding in practice: streamline into fewer, bigger campaigns that let the algorithm learn faster, and move granular control down to the ad-set level.

Radical Consolidation: In the UK, nine separate conversion campaigns were compressed into two streamlined structures, launched in early May so they could fully settle before the summer surge. One handled business-as-usual prospecting (broad dynamic product ads, New In and custom options). The second brought all core product categories (Drinkware, Coolers, Bags, Outdoor Cargo and GoBox) under a single roof. Germany and the Netherlands moved to single consolidated campaigns in March, while the wider EU ran through a unified campaign split by country. In total, the account’s conversion campaigns were cut by 72%, from 25 to 7.

Control Without Clutter: To keep a grip on category performance, spend was steered using ad-set budgets instead of separate campaigns. If bags needed heavier backing than drinkware, budgets shifted dynamically without disrupting the learning phase. Existing customers were excluded from UK prospecting to drive 100% new customer acquisition (NCA), while Meta’s creative testing tools made sure fresh assets got fair distribution rather than being buried.

A Brand-Building Layer on Top: In mid-June, targeted reach, video views and engagement campaigns were introduced in the UK and Germany. They were designed to build long-term demand rather than drive direct clicks, so they sat separately from the core performance scorecards.

‍

To evaluate the restructure fairly, we compared the core conversion campaigns against the same summer period the previous year.

Conversion Campaigns (All Markets): Spend rose a moderate 26%, while revenue surged 82%. ROAS jumped 45% and cost per purchase dropped 36%.

The UK Market (Deepest Consolidation): Purchases more than doubled (+103%), ROAS climbed 35% and cost per purchase fell 32%.

Mainland Europe (DE, NL, EU): Spend stayed virtually flat (+3%) while revenue rose 69%.

Across the account as a whole, total spend rose 68%, total revenue rose 84% and total purchases nearly doubled. Even with around a quarter of total spend going to top-of-funnel brand awareness (which isn’t built for direct sales), blended account ROAS still improved by 9%.

Because platform reporting can be biased, GA4’s strict last-click attribution was used to cross-check performance. Paid Social revenue grew 70%, its share of total site revenue grew by more than 30% (up 1.3 percentage points) and new users from Paid Social grew 76%. External tailwinds certainly played a role; organic search sessions rose 77%, pointing to higher seasonal demand. But the restructure meant that when summer demand spiked, YETI could feed the algorithm effectively and turn that extra traffic into record-breaking efficiency.

‍