Media Buying · D2C skincare brand
SELF-STUDYCutting acquisition costs 63% by fixing tracking before touching creative
A scaling D2C brand was making budget decisions on broken data. Fixing the measurement layer first made every later decision compound.
The bottleneck
iOS signal loss had quietly broken attribution. The account was scaling the wrong campaigns and killing the right ones — spend was up 40% while real revenue was flat.
What I built
- 01Rebuilt tracking: Conversions API server-side, GA4 aligned with store revenue
- 02Collapsed 23 overlapping campaigns into a clean testing architecture
- 03Weekly creative testing framework: 6 new angles tested, losers cut in 72 hours
- 04Scaling rules tied to contribution margin, not ROAS alone
The numbers that moved
−63%blended CPA in 90 days
3.8xROAS at 2.1x the original spend
72hcreative decision cycle, down from 3 weeks
“For the first time we trust the numbers enough to scale on them.”