Columbia Sportswear Japan improves performance by aligning campaign optimization with Google Analytics 4

Stronger performance across key metrics

The GA-optimized setup delivered stronger performance than the non-GA-optimized approach across both efficiency and revenue metrics. Sales increased by 4.2%, average order value rose by 12.1%, conversion rate improved by 7.5%, cost per order decreased by 3.2%, and ROAS grew by 11.4%. Together, these results showed that aligning optimization with the client’s preferred measurement framework can drive stronger business outcomes while increasing confidence in how performance is assessed.

Following this success, Columbia Sportswear Japan plans to expand beyond Lookalike and reach additional Commerce Audiences for new user acquisition, helping the brand attract new shoppers and further scale growth.