---
title: "Luigi"
url: "https://www.omnicliq.com/en/case-studies/luigi-cr-optimization/"
description: "How Luigi's Meta ads began showing each user only clothes in stock in their size, and tripled revenue in six months."
category: "ecommerce"
client: "Luigi"
datePublished: "2026-04-18"
author: "Dimitris Bachtsevanis"
locale: "en"
---

# Luigi

> How Luigi's Meta ads began showing each user only clothes in stock in their size, and tripled revenue in six months.

## Project

**Client:** Luigi
**Industry:** Fashion
**Duration:** Spring–Summer 2020
**Services:** Meta Ads, Data Engineering, CRO
## Key results

- **+201%** Meta revenue
- **+21%** Conv. rate
- **+174%** Orders
- **15'** Feed refresh
## Users saw clothes that were not available in their size

Luigi is one of the largest fashion e-shops in Greece, with its own photo studio and design team. By spring 2020 the usual tools had all been tried: landing pages, audiences, creative and bidding. The easy wins were gone.
Analysing the e-shop's data showed something small but huge: a garment the system counts as in stock is in practice sold out for a size M user when only XL is left.
That gap quietly cut purchases on every click from an ad. The analysis showed the conversion rate could rise a lot if every visitor saw only clothes available in their size.
No change to the page, the basket or the discounts would have solved it, because the problem sat further back, in the product feed. What 'available' means had to be redefined for each user.

## Availability by size and by user

We redesigned the Meta product feed with labels that show the availability of each size, not one flag per product. The feed refreshes from live inventory every 15 minutes.
First-party cookies record each user's size from what they filter, what they look at and what they have bought. With no third-party data, after a few visits the system knows the user's size.
On Meta, audiences were built on the user's size, the product's size and live stock. Each group sees only the part of the catalogue it can really buy at that moment.
Dynamic creative adapts to each group. So the sales lever moved from small changes on the page to the architecture of the feed itself.

## Results

- **Meta revenue** — Revenue from Meta ads tripled in spring and summer 2020, from a change at the root of the problem.
- **Conversion rate** — Conversion rate rose 21% across the site: more visits turned into purchases.
- **Orders** — Orders from ads almost tripled, because every ad showed only clothes the user could actually buy.
- **Feed refresh** — The feed refreshes every 15 minutes, so a sold-out size leaves the ads before it causes a wasted click.