The challenge
AJIO’s objective was to improve ROAS and CPA by shifting visibility toward strong performing products but without shrinking their catalogue or limiting volume. They needed a structured approach that would highlight stronger performers without narrowing the product assortment or compromising campaign scale.
The Solution
AJIO implemented a Segment Prioritisation (SP) strategy to bring their best-performing products to the forefront without limiting catalogue breadth.
To do this, the team defined following prioritisation within SP:
Prioritized:
- Top priority:
Hero products with strong performance and strategic importance for AJIO’s business - ideal candidates for top placement within SP. - Second layer:
Bestsellers (top 5% by item quantity) - products that consistently attract strong customer interest and drive frequent purchases, making them important to keep visible within the setup.
✍️ Excluded: Products that consistently underperformed on Meta were excluded to prevent wasted spend and allow budget to flow toward more impactful segments.
This structure ensured that delivery naturally shifted toward higher-value products while eliminating spend on items that added limited revenue potential.
The Results
Over the course of a two-week test, the impact of the new prioritisation structure became clear:
- Focusing delivery on stronger product segments drove a +12% uplift in ROAS, allowing the same budget to generate more revenue.
- Redirecting spend away from lower-value products led to a 7% reduction in CPA, bringing in more conversions at a lower cost.
- CPM saw a modest –3% decrease, indicating that the improved prioritisation helped reach more relevant audiences without increasing the cost of impressions.
By refining how the catalogue was prioritised - rather than reducing its size - AJIO unlocked more efficient delivery and stronger performance. Most importantly, they achieved exactly what they set out to do: increase visibility for higher-value products and improve ROAS and CPA, all while keeping the full catalogue active - validating the impact of Segment Prioritisation.
