GEMY MAALOUF

About the company

Gemy Maalouf is a luxury fashion brand founded in 1996 by Gemy Maalouf in Beirut, Lebanon. From a young age, Gemy Maalouf was captivated by the transformative power of fashion, how a silhouette could tell a story, how fabric could sculpt confidence.

Driven by a vision to redefine couture, she introduced the concept of Couture à Porter—a seamless fusion of artistry and accessibility that brings the refinement of haute couture to modern, dynamic women across the world. Today, the brand operates globally with over 150 boutiques across 48 countries, including a flagship showroom in Dubai.

Challenge

As a luxury fashion brand with a global presence, Gemy Maalouf invests heavily in digital advertising across multiple platforms to reach their international clientele. However, they faced the common challenge of incomplete attribution—not knowing which ads were truly driving their high-value orders.

Key issues:

• Cross-device tracking gaps — customers browse on mobile but purchase on desktop, breaking attribution

• Privacy restrictions — iOS 14.5+ and cookie limitations prevented accurate tracking

• Missing order data — many high-value sales appeared as unattributed

• Inability to optimize spend — couldn't confidently scale winning campaigns

Strategy

Gemy Maalouf implemented TrueROAS to gain complete order visibility across all their advertising channels and customer touchpoints.

How TrueROAS solved it:

• Server-to-server tracking — connected Shopify with all ad platforms, bypassing browser and cookie limitations

• AI-powered attribution — analyzes multiple signals including IP addresses, browser fingerprints, and purchase data

• Cross-device matching — tracks customer journey from first touch to purchase across all devices

• Real-time dashboard — unified view of all campaigns and their true performance

Solution

Within 3 months of implementing TrueROAS, Gemy Maalouf achieved 37% more orders attributed to ads, giving them unprecedented visibility into their marketing ROI.

Key results:

• 37% more attributed orders — previously untracked sales now connected to their ad sources

• 25% ROAS increase — better data enabled smarter budget allocation

• Complete cross-device tracking — customer journey visibility from first touch to purchase

• Confidence to scale — accurate attribution enabled strategic ad spend increases