Growth-stage lifestyle D2C brand, ₹80–120 Cr GMV, Meta-dominant spend
ROAS had eroded from ~4x to ~2.2x across two quarters. Creative fatigue, no incrementality view, and audiences over-reliant on one lookalike seed.
Server-side tracking + Conversions API rebuilt end-to-end to restore signal loss after iOS + consent-mode changes.
Creative testing framework: hook × format × offer matrix, 3-week cadence, statistical guardrails on winners.
MMM light model built on 24 months of spend + revenue data to inform budget allocation across Meta / Google / affiliate.
CDP-driven audience architecture - first-party segments (repeat, VIP, lapsed, high-AOV) synced from Segment to Meta and Google.
Landing page + PDP testing loop tied to the same creative themes for consistent message match.
Blended ROAS climbed to 4.9x within two sprint cycles, new-customer share of revenue grew, and the brand exited the quarter with the strongest contribution margin in its history.