Understanding the challenge
An emerging CPG brand had a product people loved but an engine that didn't scale. Its ecommerce site converted poorly, paid spend was unprofitable, organic revenue was negligible, and privacy changes had degraded the tracking the brand relied on, so it had no clean view of contribution margin or which customers were actually worth acquiring.
Our approach
We built a full-funnel Demand Generation program on a rebuilt commerce foundation, optimizing to margin rather than surface ROAS.
Key elements of our solution included:
• A rebuilt, conversion-focused ecommerce experience with faster load, clearer merchandising, and a streamlined checkout.
• A Paid Media program optimized to contribution margin and new-customer acquisition, not surface ROAS.
• An SEO and content foundation to grow non-paid revenue and reduce blended CAC.
• Reporting unifying ad spend, subscription retention, and margin in a single dashboard.
Technical innovation
We implemented a first-party data and server-side tracking setup that restored the conversion signal lost to privacy changes, feeding accurate new-versus-returning value back to the ad platforms. Automated subscription win-back and replenishment flows lifted retention without added spend.
Outcome
Direct-to-consumer revenue grew 2.6x within 12 months while blended CAC fell, average order value and subscription retention rose, and the brand finally had a clear, margin-based view of what was driving growth.
