D2C · Wellness & Nutrition

Blended ROAS of 2.1× with no reliable channel breakdown, everything was last-click credited to paid because attribution wasn't configured. Retention revenue at 22% of total, against an industry benchmark of 35–45% for consumables. ₹28L/month in ad spend with no view of incrementality or LTV by acquisition cohort. Four-person marketing team operating without a reporting system, spending 12 hours/week on manual spreadsheet reporting. No server-side CAPI, signal quality score of 3.1/10.

Phased 8-month engagement. Phase 1 (weeks 1–6): attribution infrastructure, server-side CAPI, GTM standardisation, GA4 event taxonomy rebuild, Looker dashboard connecting spend → first purchase → LTV by cohort. Phase 2 (months 2–4): performance restructure, rebuilt Meta into three campaign layers (CAPI-optimised prospecting, sequential retargeting, win-back), rebuilt Google into brand defence + category intent, cut ₹6L/month in demonstrably low-LTV audience spend. Phase 3 (months 4–8): retention, rebuilt all 7 Klaviyo email flows using purchase history segmentation, launched a loyalty programme, created a VIP cohort re-engagement programme. Throughout: weekly marketing team review replacing spreadsheet reports.

Signal quality: 3.1 → 8.6/10. Blended ROAS: 2.1× → 3.8×. Retention revenue: 22% → 41%, now above category benchmark. ₹8.2L/month saved by cutting low-LTV acquisition audiences identified from the Looker cohort dashboard. Team recovered 10 hours/week from manual reporting. Looker shows acquisition cost, first purchase, second purchase, and 6-month LTV by channel and campaign, P&L by cohort for the first time. The business now allocates budget based on predicted LTV, not last-month ROAS.