Labels

Every product in the catalogue falls into exactly one group — by how it behaved in advertising over the last 12 months. A label describes not the quality of a product but its role: the same product lands in different groups in different seasons and categories.

Labels exist so that decisions are taken in batches rather than product by product: we scale the profitable ones, test the newcomers, limit the loss-making ones.

Bestsellers

Consistently drive sales. They sell consistently (≥6 months out of 12) and hold the target ROAS.

What to do: protect impression share, scale the budget.

Strong

Profitable, but without a long history. They sell well and hold ROAS, but without a long sales history yet.

What to do: scale; check the stability in a couple of months.

Long tail

Few sales, but profitable. They sell little, but at target ROAS — the profitable long tail of the assortment.

What to do: keep them in rotation — the tail brings profit in small portions.

Marginal

Almost break even. They sell, but ROAS is slightly below target (60–100% of the goal) — borderline.

What to do: adjust the price or the bids, or limit them.

Newcomers

No history or not yet advertised. Products with no ad history — no data yet.

What to do: give them their first impressions, add them to a test campaign.

Loss-making

Sell, but at a loss. ROAS is far below the threshold — they spend more than they bring in.

What to do: limit the budget or restructure.

Dormant

Spend, but don’t sell. They spend budget without conversions — and have not yet reached “to remove”.

What to do: work out why there are no conversions — price, niche, category.

To remove

Burned budget with no sales. Spent a noticeable budget without a single conversion.

What to do: exclude them from ads — candidates for removal.