Meridian DTC (Beauty & Wellness) North America 14 months
Ecommerce Revenue Growth
4.6x ROAS with CAPI + creative velocity
A DTC beauty brand hit a growth plateau at $1.2M annual paid revenue. Meta CPMs were rising, signal loss from iOS 14.5 was distorting attribution, and creative fatigue was killing return on ad spend. Ransen rebuilt the tracking stack, deployed a high-velocity creative testing engine, and consolidated the account into Meta Advantage+ — scaling paid revenue to $9.8M within 14 months.
4.6x
ROAS lift
$1.2M → $9.8M
Paid revenue
-38%
CAC reduction
48 variants/mo
Creative velocity
The Challenge
- Meta Pixel-only tracking was undercounting conversions by an estimated 32%, distorting bid signals and CAC.
- Fewer than 8 creative variants per month were shipping — well below the fatigue threshold for a scaled Meta program.
- Attribution disputes with the internal team were slowing budget decisions to 6+ week cycles.
- A patchwork Shopify + warehouse setup meant customer LTV wasn’t flowing back into bid optimization.
Our Approach
- Deployed server-side GTM on Google Cloud with a custom first-party subdomain. Wired Meta CAPI, TikTok Events API, and Google Enhanced Conversions.
- Built a 45-day creative sprint cadence: 12 briefs per month, split 40% static / 30% video / 20% UGC / 10% experimental.
- Migrated Meta account to Advantage+ Shopping Campaigns and consolidated 26 ad sets into 3 asset groups.
- Streamed order + LTV data from Shopify → BigQuery → Meta Conversions API with value-based bidding tied to 90-day LTV.
The Results
- Blended ROAS grew from 1.9x to 4.6x within 14 months — sustained across three consecutive quarters.
- Reported conversions rose 34% within the first month of CAPI deployment; Meta match quality climbed from 5.2 → 8.9.
- Creative velocity increased 6x (from 8 to 48 variants per month); creative fatigue no longer capped account performance.
- Weekly reporting shifted from a 90-minute analyst pull to an automated Monday-morning dashboard the founding team reads in 5 minutes.
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