Gymshark Boosts ROAS 13% with Smartly's Cross-Channel Predictive Budget Allocation
Objective
Gymshark’s meteoric rise presented new challenges in managing its digital marketing efforts. With an extensive product catalog and multiple ad platforms to oversee, its team wanted to level up its advertising strategy through:
- Understanding performance beyond in-platform metrics
- Automating the manual and time-consuming process of managing and optimizing campaigns across Meta, TikTok, and Snapchat
- Ensuring that their paid social campaigns were driving incremental value by delivering new customer revenue
Challenges
1. Scaling performance across platforms without adding additional workload
As Gymshark expanded globally and diversified across channels like TikTok, Pinterest, Meta, and Snapchat, manually shifting budgets to match performance accrued increasing overheads. The challenge was scaling fast without sacrificing precision or efficiency.
2. Making optimization decisions based on business impact, not just platform metrics.
In-platform metrics gave Gymshark directional clarity — but they only told part of the story, and on a per-platform basis. To scale efficiently, it needed to understand revenue impact across regions, channels and funnel stages.
Solution
To overcome the complexity of scaling across platforms, regions, and funnel stages, Gymshark turned to Smartly’s cross-channel Predictive Budget Allocation (PBA) — An AI-powered solution that automatically reallocates your budgets to maximize performance in real-time across channels. As the brand scaled across Meta, TikTok, and Snapchat, it became increasingly complex to maximize the impact of every dollar across regions and platforms manually. PBA changed that. It continuously analyzed campaign performance, identified where spend drove the greatest impact, predicted outcomes using granular data, and automatically reallocated budgets in real time — all without manual intervention.
Powered by Smartly’s first-ever server-to-server integration with Fospha:
Gymshark unlocked a high-performance feedback loop by integrating Fospha’s full-funnel measurement with Smartly’s Predictive Budget Allocation. Fospha identified which campaigns truly drove new customer revenue—going beyond in-platform ROAS—and fed this data directly into Smartly, where AI automatically reallocated budgets across Paid Social in real time. This eliminated manual decision-making and guesswork, creating a closed-loop system: Fospha identifies top performers, Smartly’s AI-powered solution uses the data signal to reallocate spend, campaigns run, and Fospha validates the results—enabling smarter, faster optimizations that drive incremental growth
The integration between Fospha and Smartly was seamless—no lengthy onboarding or dev support needed. Within days, Gymshark was pushing revenue data into Smartly and optimizing budgets based on true business outcomes delivering incremental ROAS.
Why It Matters
For a brand growing as fast as Gymshark, efficiency and automation are non-negotiable. Smartly’s cross-platform PBA—fueled by Fospha’s full-funnel measurement—allowed Gymshark to move faster, optimize smarter, and stay laser-focused on new customer revenue.
This case study is a proof point for the future of AI-powered advertising: where attribution meets automation, and performance becomes truly predictive and measurable.
Gymshark Boosts ROAS 13% with Smartly's Cross-Channel Predictive Budget Allocation
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Gymshark is the gymwear brand and fitness community that has evolved from a startup in a bedroom in Birmingham into a global, household name in just 13 years. With rapid expansion, Gymshark faced increasing complexity in its digital advertising strategy, with an increasing challenge of how to optimize campaigns efficiently across multiple platforms.
Fospha is a full-funnel measurement solution built for global retailers, delivering an always-on view of performance that powers smarter reporting, optimization and forecasting. Brands like Gymshark use it to get the granularity of attribution with the predictive power of MMM—down to ad level. By integrating this data into their optimisation process, they gain full-funnel visibility so they can drive true incremental growth.
Objective
Gymshark’s meteoric rise presented new challenges in managing its digital marketing efforts. With an extensive product catalog and multiple ad platforms to oversee, its team wanted to level up its advertising strategy through:
- Understanding performance beyond in-platform metrics
- Automating the manual and time-consuming process of managing and optimizing campaigns across Meta, TikTok, and Snapchat
- Ensuring that their paid social campaigns were driving incremental value by delivering new customer revenue
Challenges
1. Scaling performance across platforms without adding additional workload
As Gymshark expanded globally and diversified across channels like TikTok, Pinterest, Meta, and Snapchat, manually shifting budgets to match performance accrued increasing overheads. The challenge was scaling fast without sacrificing precision or efficiency.
2. Making optimization decisions based on business impact, not just platform metrics.
In-platform metrics gave Gymshark directional clarity — but they only told part of the story, and on a per-platform basis. To scale efficiently, it needed to understand revenue impact across regions, channels and funnel stages.
Solution
To overcome the complexity of scaling across platforms, regions, and funnel stages, Gymshark turned to Smartly’s cross-channel Predictive Budget Allocation (PBA) — An AI-powered solution that automatically reallocates your budgets to maximize performance in real-time across channels. As the brand scaled across Meta, TikTok, and Snapchat, it became increasingly complex to maximize the impact of every dollar across regions and platforms manually. PBA changed that. It continuously analyzed campaign performance, identified where spend drove the greatest impact, predicted outcomes using granular data, and automatically reallocated budgets in real time — all without manual intervention.
Powered by Smartly’s first-ever server-to-server integration with Fospha:
Gymshark unlocked a high-performance feedback loop by integrating Fospha’s full-funnel measurement with Smartly’s Predictive Budget Allocation. Fospha identified which campaigns truly drove new customer revenue—going beyond in-platform ROAS—and fed this data directly into Smartly, where AI automatically reallocated budgets across Paid Social in real time. This eliminated manual decision-making and guesswork, creating a closed-loop system: Fospha identifies top performers, Smartly’s AI-powered solution uses the data signal to reallocate spend, campaigns run, and Fospha validates the results—enabling smarter, faster optimizations that drive incremental growth
The integration between Fospha and Smartly was seamless—no lengthy onboarding or dev support needed. Within days, Gymshark was pushing revenue data into Smartly and optimizing budgets based on true business outcomes delivering incremental ROAS.
Why It Matters
For a brand growing as fast as Gymshark, efficiency and automation are non-negotiable. Smartly’s cross-platform PBA—fueled by Fospha’s full-funnel measurement—allowed Gymshark to move faster, optimize smarter, and stay laser-focused on new customer revenue.
This case study is a proof point for the future of AI-powered advertising: where attribution meets automation, and performance becomes truly predictive and measurable.
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