Hi Pavlo, really appreciate you taking the time to write this, and it is great to hear that GO is giving your team the kind of leverage that would otherwise require a dedicated media buyer.

You touched on something we think about a lot. Criteo GO is built around the idea that Criteo's AI should be doing the hard work for you, processing thousands of real-time commerce signals to make bidding, targeting, and creative decisions that would take hours to manage manually. Rather than asking you to set bids by margin tier or build complex audience rules yourself, the AI is continuously making those micro-decisions in the background, and that is what is driving the strong sales baseline you described.

On the transparency piece, Criteo GO actually offers quite a bit of visibility that I want to make sure you are getting the most out of. The platform includes real-time reporting, and a reports library covering campaign overview, detailed user behaviour and placement reporting, and the ability to build custom reports with the metrics and breakdowns most relevant to your business. It is designed to be straightforward for lean teams like yours, so you can see exactly what is working, where your budget is going, and how shoppers are engaging. If you have not explored that yet I would really encourage you to dig in, and if you want a walkthrough our team is happy to help.

On the creative side — there is actually more room to make ads feel like yours. You can upload your own logos, images, videos, and the platform reflects your brand colours and fonts to keep ads aligned with your identity. If you are missing assets, GO can also generate images, video, and text using GenAI, including a URL-to-video option. Promotional tools like coupons can also be included to personalise your ads further. So while you are not uploading custom HTML5 banners, there is a lot of room to make your creative feel distinctly yours.

On the technical issues you ran into, that is not the experience we want for you. At any point in your Criteo GO experience, our team is just a chat away inside the platform - always happy to help you get the most out of GO.

Feedback like this genuinely matters to us, and it goes straight to the people building the product. Thank you for taking the time!

Michael, really appreciate you taking the time to share this! Hearing that the setup felt intuitive even without any prior experience with ad campaigns is exactly what the GO team builds for. And the shoutout to the onboarding call means a lot . That kind of support makes all the difference when you are getting started, and I am going to make sure it reaches the team directly.

On the VAT number: really glad you flagged this, and I want to make sure this is clear for you and any other small business reading this. For UK advertisers, the VAT field is optional on Criteo GO. Many UK small businesses fall below the VAT registration threshold and legitimately do not have one, and that is completely fine. You can simply leave the field blank and proceed straight through to onboarding, as a valid legal entity name and verifiable address are sufficient for KYC verification in the UK.

That said, if you do have a VAT number, we always encourage and recommend sharing it as part of your registration, as it helps us verify your account more efficiently and keeps things moving smoothly. And if you hit any friction at that step, our team is just a chat away inside the platform. Really glad GO is working for Lumera Jewellery, we are rooting for your success!

Thank you for taking the time to share such detailed feedback.

We’re glad the setup felt straightforward and that the creative tools helped you quickly build additional ads from your existing assets. That guided, self-service experience with automatic creative generation is exactly what we built Criteo GO for.

On traffic quality and ROI visibility, you’re spot on, and we take your feedback seriously. Performance transparency is something we hold ourselves to, so it matters to us when it falls short. These are areas of very active investment, and we’ve recently gone live with two releases that speak directly to both points:

1. Discovery campaigns, now live, are built to find and engage new-to-brand shoppers wherever they are. More info in our Help Centre: https://help.go.criteo.com/kb/guide/en/go-campaign-goals-r5RwkYUOCA/Steps/5699249

2. The new homepage report gives a much clearer view of how campaigns are performing from the moment you log in, helping you quickly track results, understand what’s driving growth, and spot opportunities without having to build reports first.

3. Our Chief Product Officer, Todd Parsons, has also written about where we’re taking this: https://www.criteo.com/blog/discovery-is-now-performance-in-the-age-of-ai/

We’d genuinely love to dig into your experience in more detail. The quickest route is to reach our customer support team via live chat in the platform and ask for a meeting with our sales team, they’ll get it set up. We’ve confirmed with the team that we’d welcome a dedicated call to go through your campaigns with you and understand what drove the results you saw.

Thank you again for the candid feedback - it genuinely helps us improve.

Really appreciate you taking the time to share this, and glad the setup experience was as smooth as it should be, that ease is exactly what we aim for.

On the performance drop-off after month one, this is useful to know, and I want to give you something more concrete than just acknowledging it. A common reason for this pattern is that GO's AI needs an initial learning period to optimise targeting and bidding based on real campaign data, and performance can sometimes dip slightly as it shifts from that early exploration phase into a more efficient, established pattern. If this is still happening, it would be worth a quick look at your account to see what's driving it specifically, our team can pull this up for you directly in the in-platform chat.

And it's great to hear GO is rounding out your paid search and paid social efforts rather than replacing them, that combination is exactly the kind of cross-channel coverage we built GO to support.

If you want to dig into the performance dip together, our team is just a chat away inside the platform. Alternatively, please share your contact, we'd love to reach out directly to understand the performance more.

Really appreciate the honest feedback, and the incrementality question is a fair one to raise. What we can say with confidence is that GO is designed to extend your reach across channels - including inventory that paid search and paid social may not cover, and to drive sales growth with minimal resource investment on your side, and it sounds like it is already doing that for you without demanding much of your team's time. Measuring incrementality more precisely is a priority our product team is working hard towards - more to come on that front.

Our team is just a chat away inside the platform and would be happy to dig into your account data with you directly.