Scaled paid revenue 4.2× while holding blended CAC flat.
Premium DTC brand hit a ceiling on Meta after iOS14. Repeat-purchase data was siloed; creative testing was ad-hoc.
From stalled to scaling.
A profitable but plateaued DTC brand was running 80% of paid spend on Meta. After iOS14 the cost-per-purchase climbed and Lookalikes degraded. They couldn't see customer LTV in any one place — Shopify, Klaviyo and Meta each had a partial view.
I unified the data layer first: Klaviyo + Shopify + GA4 streaming into a single attribution view, with customer LTV bucketed by acquisition source. Then we restructured paid: TikTok and Pinterest were reactivated as discovery channels at lower CPMs, Meta was rebuilt around interest + behaviour clusters instead of Lookalikes.
Creative became the leverage point — a weekly testing matrix across UGC, founder POV and product demo formats. Post-purchase Klaviyo flows (review request, replenish, win-back by LTV segment) lifted the repeat rate from 23% to 41%. Twelve months in, paid revenue was 4.2× the baseline with blended CAC flat.
What I actually built.
Each programme is engineered, not improvised. Here are the specific levers pulled for this engagement.
- 01Klaviyo + Shopify + GA4 unified into a single attribution layer
- 02Weekly creative testing matrix (UGC, founder POV, product demo)
- 03Post-purchase flows + win-back automation by LTV segment
- 04TikTok + Pinterest reactivated as discovery channels
- 05Interest + behaviour-based Meta clusters (Lookalike-free)
- 06Margin-based ROAS targeting instead of revenue-based
Measurable in the only place that counts — revenue.
Want a programme like this for your business?
Start with a 30-minute confidential growth audit. I'll look at your funnel, attribution, and channels — and show you where the biggest unlocks sit.