D2C / Ecommerce · Skincare D2C brand
3.4x ROAS in 90 days for a D2C skincare brand
Plateaued at 1.6x with rising CPMs. Rebuilt the account around creative volume and a fixed testing budget, and moved reporting to contribution margin.
Blended ROAS
Lower CAC
Revenue in 90 days
Snapshot
- Client
- Skincare D2C brand
- Industry
- D2C / Ecommerce
- Engagement
- 6 months, ongoing
- Services
- Meta Ads, Tracking & Analytics
01—The challenge
The account had been profitable for two years and then quietly stopped. Blended ROAS sat at 1.6x, CPMs were up 40% year on year, and the team was reacting to daily fluctuations rather than trends. Reported ROAS didn't reconcile with Shopify revenue in any month we checked.
02—The strategy
Fix measurement first, then structure, then creative. We agreed a fixed 20% testing budget so learning never competed with performance, and moved the reporting standard from platform ROAS to contribution margin after COGS and shipping.
03—The execution
Rebuilt the Conversions API with server-side deduplication, collapsed 34 overlapping ad sets into a consolidated structure, and put a weekly creative pipeline in place with a clear hook-body-offer testing matrix. Winning angles were scaled into dedicated campaigns rather than boosted in place.
04—The results
Blended ROAS moved from 1.6x to 3.4x over 90 days on a slightly higher budget. CAC fell 42%. Most importantly, reported and actual revenue reconciled to within 4%, so scaling decisions stopped being guesswork.
“The first thing Rakesh did was tell us our tracking was wrong and that our real ROAS was lower than we thought. Nobody had ever led with bad news before. Six months later it's the best-performing channel we have.”
Founder
Founder · D2C skincare brand
Next step
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