Tool · Product feed management
Product feeds aren't an export task. They're a product.
Delta imports product data from any source, optimizes it rule-based per platform, validates data quality — and delivers platform-ready feeds to Google Shopping, Facebook, Amazon, eBay, and custom targets. Fully automated, multi-tenant, scalable.
Standpoint
Feeds are the backbone of performance.
Product feeds are the backbone of performance marketing in data-driven e-commerce setups. Bad feeds lead to expensive clicks, platform disapprovals, lost reach, and misattributed conversions. Yet most shops treat feeds as a simple export task — one CSV per platform, set up once and then forgotten. That's exactly where the hidden lever sits: one platform needs different titles than the next, different required fields, different filters. Without a systematic tool, you either get data duplication or performance loss.
Delta treats product feeds not as an export but as a product — iterable, versionable, optimizable. A central engine imports data from any source (XML, CSV, shop APIs), enriches it rule-based, and exports platform-specific feeds. Three combinable rule types optimize titles and fields: Compose builds titles from multiple source fields, Find & Replace substitutes text via regex, Transform normalizes format and casing. Rules are drag-and-drop sortable, time-limited (for promotions or seasons), and reusable per project.
Delta is a proprietary development by Calvarius GmbH — born from the requirements of our e-commerce mandates, where feed maintenance regularly became the bottleneck for performance marketing. The system is multi-tenant (Companies → Projects → Users with four roles plus super-admin), runs fully automated via cron, and delivers public feed URLs with SSL — pluggable directly into Google Merchant Center or Facebook Catalog Manager.
Data flow
How Delta works.
- XML
- CSV
- Shop APIs
- Field mapping
- Rule sets
- Enrichment
- Filtering
- Validation
- Google Shopping
- Amazon
- eBay
- Custom (XML / CSV)
Three core areas
What Delta does.
Import
XML, CSV, shop APIs. URL-based or file upload. Auto-mapping with live preview. Cron-based scheduling.
Transform
Compose, find & replace, transform. Drag-and-drop sortable, time-limited, project-specific.
Export
Google Shopping, Facebook, Amazon, eBay, custom XML/CSV. Per target: own fields, filters, rule set.
Differentiation
What makes Delta special.
Multi-source / multi-target without limit
One source feed can populate any number of target feeds — each with its own rule set, fields, filters. One catalog → 10 platforms, without extra work.
Rule-based title optimization
Three combinable rule types: Compose (build titles from multiple fields), Find & Replace (substitutions with regex support), Transform (casing, trim, format normalization).
Intelligent field mapping
Auto-detection on import. Multi-field mapping (multiple source fields into one target field). Static values. Conditional sets.
Fully automated operation
Cron-based imports and exports. Public feed URLs with SSL — pluggable directly into Google Merchant Center or Facebook Catalog Manager.
Multi-tenant with fine-grained rights
Companies → Projects → Users. Four roles (owner, admin, editor, viewer) plus super-admin level. Row level security at database level.
Data quality validation
Required field checks per platform. Pre-export warnings on incomplete products. Detail dialog with faulty products.
Scalable & fast
Edge functions for import, export, enrichment. PostgreSQL with indices on frequent query paths. Stateless architecture — horizontally scalable.
Capabilities
Capabilities in detail.
XML & CSV with configurable delimiter, URL or file upload, auto-scheduling
Auto-detection, multi-field mapping, static values, conditional sets
Resizable table, filters, full-text search, raw + enriched data side-by-side
Per project, activatable per target, drag-and-drop sortable, time-limited
Google Shopping, Facebook, Amazon, eBay, custom XML/CSV
Reverse proxy with SSL, pluggable directly into platform backends
Imports hourly/6h/12h/daily/weekly, exports 15-min/hourly/daily
Email/password, invitations, multi-project switcher, dark mode, mobile-responsive
Value
What Delta delivers.
- One tool replaces five. — One source, all platforms, one workflow. End of five parallel export routines that each need their own maintenance.
- Platform-specific optimization without data duplication. — One source, many truths — Google gets different titles than Amazon, without master data being duplicated.
- Fully automated operation after setup. — Cron-based imports and exports, public feed URLs with SSL — no manual re-uploads, no maintenance of pipeline day-to-day work.
- Multi-tenant for agency scaling. — Companies → Projects → Users, super-admin level, row level security at DB. Built for agencies, not for solo setups.
- Clean data equals clean performance. — Even small feed improvements hit all platforms simultaneously — leverage effect across multiple performance channels.
- Full traceability. — Raw data and final result stand visibly side by side. Every transformation is auditable — no black box.
Audience
Who Delta is built for.
- E-commerce managers with multiple performance platforms — where feed maintenance ties up resources continuously
- Performance marketing agencies — multi-tenant, fast client onboarding, unified workflows across all mandates
- Shop owners (SMB) without IT resources for feed engineering — no-code rule sets, ready-made platform profiles, no engineering overhead
- Brand managers — needing consistent brand presentation across all channels without manually maintaining each platform backend
Go deeper
Related services
These disciplines work in interplay.
Background
Behind Delta stands Calvarius.
Delta is a proprietary development by Calvarius GmbH — born from the requirements of our e-commerce mandates, where feed maintenance regularly became the bottleneck for performance marketing. We use Delta daily in mandates ourselves, develop it continuously, and offer it to clients as part of our performance marketing services.
REFERENCES
Companies we work with
Our work is rarely loud, but measurable. A selection of companies we have supported in recent years:
Engagements range from operational execution to strategic sparring and coordination of external partners.
Demo & mandate integration
Use Delta in your setup?
In a 30-minute demo we'll show you Delta on a real example — and discuss what a setup in your specific platform landscape would look like. In the mandate context, we handle setup, onboarding, and integration into existing shop and tracking systems.