92% more purchases with 21% more spend
I reorganised acquisition and remarketing and tested new creative messages to improve volume and efficiency for a home-accessories ecommerce.
A client account for an agency, managed white-label.
63to 121
Purchases
€48.38to €30.47
CPA · −37.0%
1.83×to 3.12×
ROAS
Home-accessories ecommerce in Spain, on Meta Ads.
Starting point
Acquisition and remarketing were mixed together, the ads used similar messages, and spend was going towards products with few purchases. The targets were a CPA of no more than €35 and a ROAS of at least 2.50.
What I changed
- I separated prospecting and retargeting, and excluded recent purchasers according to the repurchase cycle.
- I tested three creative approaches: the product in use, a demonstration, and a selection of favourites.
- I reviewed budget allocation weekly.
- I checked the Purchase event and its reported value.
Before and after
| Metric | February | March |
|---|---|---|
| Spend | €3,047.83 | €3,687.42+21.0% |
| Impressions | 201,783 | 243,817 |
| Link clicks | 3,029 | 4,873 |
| Link CTR | 1.50% | 2.00% |
| Link CPC | €1.01 | €0.76 |
| Attributed purchases | 63 | 121+92.1% |
| CPA | €48.38 | €30.47−37.0% |
| Purchase value | €5,579.64 | €11,493.67 |
| ROAS | 1.83× | 3.12× |
| Attributed average order value | €88.57 | €94.99 |
Attributed purchases increased from 63 to 121 (+92.1%), while spend increased by 21.0%. CPA fell by 37.0%, from €48.38 to €30.47, and ROAS rose from 1.83× to 3.12×. Both efficiency targets were met in March.
Where March purchases came from
- Prospecting: 83 purchases, €2,761.83 in spend and €7,723.48 in attributed purchase value.
- Retargeting: 38 purchases, €925.59 in spend and €3,770.19 in attributed purchase value.
How to read the numbers
The measurement covers website purchases, using a 7-day click / 1-day view attribution window. Purchase value is attributed value, not profit or net revenue.
Learning and next step
I assess the whole account rather than judging prospecting and retargeting in isolation. A before-and-after comparison does not establish causality: it shows how the recorded results changed across the two periods, not how much of that change each action caused.
The next step is to increase spend gradually, checking CPA alongside margin, returns and new-customer acquisition.
This work is part of the white-label account management I do for agencies.