Cutting Meta Ad Waste by 68% for a Premium DTC Brand
ArcShift was spending $45K/month on Meta with a 1.6× blended ROAS and no clarity on what was working. We rebuilt attribution from the ground up, installed a creative testing framework powered by AI analysis, and cut wasted spend by 68% while growing blended revenue 35%.
Challenge
The Challenge
ArcShift Commerce was scaling ad spend to stay competitive but flying blind — their GA4 setup was broken (missing purchase events on 40% of orders), their Meta account had 180+ active ad sets with no creative refresh cadence, and the media buyer was optimizing toward ROAS numbers that did not reflect actual business performance.
The symptom was a 1.6× blended ROAS on $45K/month. The cause was a fractured analytics stack that made optimization impossible — every decision was based on incomplete data or platform-reported attribution that inflated numbers by 60-80%.
Solution
The Solution
Analytics rebuild (weeks 1–2)
We audited every tracking touchpoint, discovered 43% of purchase events were firing twice or not at all, and rebuilt the GA4 implementation with server-side tagging via GTM. Triple Whale was configured as the true north for cross-channel attribution, with a custom Looker Studio dashboard refreshing every four hours.
Creative testing framework (weeks 3–6)
We designed a 3×3 creative testing matrix — three hooks, three formats, three audiences — running in a dedicated testing campaign with a fixed $800/day budget. Every two weeks, an OpenAI-assisted analysis script scored all 400+ variants against seven performance signals, generating a brief for the next creative sprint.
Consolidation and scaling (weeks 7–10)
Armed with real attribution data, we killed 140 underperforming ad sets, consolidated budget behind 12 proven creative clusters, and restructured the campaign architecture to prevent audience cannibalization. Klaviyo flows were updated to capture revenue from ad-driven traffic that did not convert on first visit.
Results
Measurable Impact
"The attribution rebuild alone was worth the entire engagement fee. We finally know which ads are actually driving revenue, not just platform-reported conversions."
Stack
Tools & Technologies
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