---
type: "Case Study"
title: "eMAG case study: Fashion, a ~240 RON basket at ~6 % ACOS"
description: "How to advertise an expensive product on eMAG: footwear with a ~240 RON basket, ~6 % ACOS (ROAS ~17x). Category campaigns, a seasonal dip and the recovery. Real numbers, anonymised client."
resource: "https://harta.agency/en/case-studies/fashion-footwear-basket/"
tags: ["emag", "emag-ads", "case-study", "marketplace"]
lang: "en"
status: "stable"
headline: "A ~240 RON basket and ~6 % ACOS - footwear, or how to advertise an expensive product"
generated:
  by: "process:harta-okf/1.0"
  at: "2026-09-04"
verified:
  - by: "human:m.gawanowski@harta.agency"
    at: "2026-09-29"
sources:
  - resource: "https://harta.agency/en/case-studies/fashion-footwear-basket/"
    last_modified: "2026-09-04"
stale_after: "2027-09-29"
---

How to advertise an expensive product on eMAG: footwear with a ~240 RON basket, ~6 % ACOS (ROAS ~17x). Category campaigns, a seasonal dip and the recovery. Real numbers, anonymised client.

# Results in brief

| Wskaźnik | Wartość |
|---|---|
| Kategoria | Moda: obuwie |
| Rynki | eMAG Romania |
| Miesięcy danych | 6 |
| Zamówienia z kampanii, miesiąc 1 | ~30 |
| Zamówienia z kampanii, najlepszy miesiąc (M6) | ~90 |
| Zamówienia z kampanii, miesiąc referencyjny (M6) | ~90 |
| ACOS (campaign cost / order value) | ~6 % |
| ROAS (order value / campaign cost) | ~17x |
| order value from Ads campaigns | ~21 tys. RON |
| average order value | ~240 RON |
| estimated turnover of the whole account | ~43-71 tys. RON |

# Orders from eMAG ADS campaigns, month by month

| month of cooperation | campaign orders |
|---|---|
| M1 | ~30 |
| M2 | ~70 |
| M3 | 11 |
| M4 | 8 |
| M5 | ~50 |
| M6 | ~90 |

# Methodology
- Source: the client's eMAG ADS panel (orders attributed to campaigns, cost, order value, clicks, impressions).
- Relative timeline: M1 = first month of measurement; no calendar dates, seasonality described in words.
- Reference month = last month of the series; ROAS, ACOS, average order value and order value come from it.
- ACOS (campaign cost / order value) given before ROAS - it is the metric from the eMAG ADS panel.
- Statistical data rounded for anonymisation (orders to 10-100, amounts to thousands of RON, ROAS to 0.5-1).
- Account turnover = estimate assuming that sales from eMAG ADS account for 30-50 % of the account's sales.
- Account size by the best month of the series: up to 100, 100-500, over 500 campaign orders a month; orders from eMAG markets are added up.
- Anonymised data: category, market and account size without the seller's name.
- Campaigns and catalogue: results are the effect of eMAG ADS campaigns and parallel work on product pages; we do not separate these influences in the numbers.

# Starting point

The account started with a few dozen campaign orders a month and a product that costs several times more than the typical eMAG basket. At that price a click is cheap relative to an order, but every mistargeted click is a loss. An expensive product also demands more from the page - alongside the campaigns we worked on the content of both lines, so that the page answers the questions a customer asks before spending ~240 RON.

In the middle of the series campaign sales fell to a few orders a month. The reason was mundane: the season and gaps in the most popular sizes - advertising will not sell a product that is not available in the size the customer asks for.

The goal after the dip: rebuild sales on a full size range while keeping a single-digit ACOS. In footwear returns are frequent, so the margin on an order also has to carry the cost of a return.

# What we did

1. **Category campaigns, not product campaigns** - Both lines got separate automatic campaigns at category level. With a large number of models and sizes this is simpler to maintain than campaigns on individual products.
2. **A pause instead of overpaying** - When the best models ran out of sizes, the campaigns were throttled back. Spending budget on offers without a size range raises ACOS and hurts the offer's rating.
3. **Back with the full size range** - After restocking, the campaigns returned with a higher budget on the line that makes most of the value. Campaign sales came back to about 90 orders in the reference month.
4. **A bid calculated with returns in mind** - We set the maximum ACOS after deducting the cost of returns from the margin. That is why the target is ~6 % ACOS, not 15 % - and the account holds it.

# What this teaches

An expensive product forgives a higher cost per click, but it does not forgive mistargeted clicks - category campaigns with exclusions are safer here than a broad automatic one.

Advertising will not fix stock gaps. When the size range falls apart, it is better to throttle the campaigns back than to raise ACOS and hurt the offer's rating.

In footwear, returns have to be included in the ACOS threshold. A single-digit ACOS with a ~240 RON basket is a realistic goal, not a dream.

# Źródło
https://harta.agency/en/case-studies/fashion-footwear-basket/

# Powiązane
- [eMAG profitability calculator - work out margin](/en/computations/emag-profitability-calculator.md)

# Wersje językowe
- [PL](/pl/company/moda-obuwie-koszyk.md)
- [RO](/ro/company/moda-incaltaminte-valoare-comanda.md)
- [HU](/hu/company/divat-labbeli-kosarertek.md)
- [BG](/bg/company/moda-obuvki-koshnitsa.md)