Running ads on one platform is straightforward. Running coherent campaigns across five platforms while maintaining brand consistency, budget discipline, and measurable outcomes is a different challenge entirely.
The multi-channel coordination problem
Most e-commerce brands manage each channel independently: one agency for Google, another for Meta, a freelancer for TikTok. Each operates with different creative, different targeting, and different success metrics. The result is fragmentation.
A unified approach
- Define a single campaign brief that translates to platform-specific formats
- Use a shared creative system that generates variants for each channel’s requirements
- Allocate budget dynamically based on cross-channel performance, not platform-level ROAS alone
- Track attribution across the full funnel, from first touch on TikTok to conversion on Shopify
The brands that execute this well don’t just save time — they build a compounding knowledge base that makes every subsequent campaign more efficient.