Expanly

The Control Layer for Retail Growth

We show you which products waste your ad spend.
Then fix it. Automatically. Every day.

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Innovator of the Year, eCom Summit & Awards 2025
20M€+
Annual Ad Spend Managed
1M+
Products Optimized
20+
Markets Served
~2 weeks
To Measurable Impact
Tokmanni
Reima
Scandinavian Outdoor
Varuste
Swappie
Tokmanni
Reima
Scandinavian Outdoor
Varuste
Swappie
Varusteleka
Halti
Sportson
Ruohonjuuri
Varusteleka
Halti
Sportson
Ruohonjuuri

THE UNCOMFORTABLE TRUTH

20–30% of your ad budget flows to products that make no strategic sense

Every day, Google and Meta decide where your money goes. Not based on your strategy or your margins. Based on what converted last week.

Your ERP knows your margins. Your inventory system knows your stock levels. Your merchandising team knows the priorities. Your ad platforms know none of this.

The algorithm isn't stupid. It's just blind.

Can you tell your CEO exactly which products got your budget last month? And whether that aligned with what the business actually wanted to grow?

What if you could teach the algorithm what actually matters?

What you see now

Optimized for conversions. Blind to your strategy.

28,267 products · €84,200 ad spend · 4.1x ROAS · 2,740 conversions

2,740 conversions, but how many were profitable? Unknown
€84k spent, on which products, exactly? Unknown
4.1x ROAS, but what about margins, stock, and returns? Unknown
Are strategic categories getting the budget they deserve? Unknown
How much went to products you'd never actively choose to promote? Unknown

With Expanly

Same products. Full visibility. Full control.

28,267 products · €84,200 ad spend · 4.1x ROAS · 2,740 conversions

Segment
Products
Ad Spend
Profit
High Margin, Low Returns
22% 34% 47%
New Collection Launch
8% 14% 9%
Category Leaders
20% 22% 21%
Private Labels
9% 8% 16%
Low Performers
14% 9% 4%
Low Stock Risk
10% 5% 2%
Negative ROI Products
12% 5% -1%
Key Sizes Missing
5% 3% 2%
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Expanly – the control layer

Expanly sits between your business reality and your ad platforms. You define what matters: margins, inventory, strategic priorities. We translate that into daily signals that guide Google and Meta. Your data stays with you. Only the prioritization signals reach the platforms.

01

Discover

Finally see where your money actually goes. Connect your data and within minutes, see something most retailers have never seen: a complete, product-level picture of where budget flows.

02

Define

Tell the algorithm what matters. In plain business language: "Trending + in stock." "High margin + low return rate." "Clearance push." Products are grouped by priority, updated daily as data changes.

03

Deliver

Watch your strategy become reality. Every day, your priorities feed into Google and Meta. Budget flows to where it belongs. And you see exactly what happened.

The algorithm still does what it's good at. But now it's working on the right products.

What changes with Expanly

From blind
to informed

See exactly where every euro goes. Product by product.

From powerless
to in control

You decide which products get investment. Your strategy executes automatically, every day.

From anxious
to confident

Answer any question leadership asks about your ad spend.

The era of optimising blindly is over. The shift to strategic control has begun.

Expanly solves a fundamental problem: advertising automation doesn't understand your strategic goals. Their product gives control back to the merchant, simply and intelligently.
Henrik Pankakoski

Henrik Pankakoski

Head of Northern Europe Business Operations, Wolt

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The algorithm is ready to listen.