Unit-economics baseline
Margins, AOV, repeat rate and target CAC agreed before scaling.
D2C • Performance marketing
D2C performance marketing, judged on profit
Paid acquisition for D2C and ecommerce brands, run on a weekly creative-testing rhythm and judged on what each order actually contributes after discounts, shipping, returns and COD failures.
Why D2C performance marketing needs its own playbook
Generic performance marketing optimises for the cheapest conversion the platform can find. For a D2C brand, the cheapest conversion can be the most expensive customer: a discount hunter who never returns, a COD order that's refused, or a returning customer the platform takes credit for.
The metrics we run accounts on
- New-customer CAC. What it really costs to acquire a first-time buyer, separated from repeat orders.
- Contribution per order. Revenue after product cost, discounts, shipping, payment fees and expected returns.
- Blended efficiency. Total revenue against total marketing spend, so platform attribution doesn't mislead.
- COD share and RTO. For Indian brands, the share of cash-on-delivery orders and how many are refused or returned.
- Repeat rate. Whether acquired customers come back, which decides how much you can afford to pay for the first order.
How we run D2C accounts
Creative is the main lever. We test new concepts every week: UGC testimonials, demos, founder stories, comparisons, problem-solution and offer-led statics. Winners get iterated with new hooks and faces. See UGC for D2C brands.
Simple account structures. Consolidated prospecting with Advantage+ or broad targeting where data supports it, catalogue and retargeting kept in proportion, and clean tests on top.
Measurement that matches reality. Meta Conversions API and GA4 set up properly, plus order-level data from your store to check delivered, prepaid and repeat behaviour.
Offer and page fixes. Bundles, free-shipping thresholds, prepaid incentives and landing page clarity often lift results more than another audience test.
Google for capture. Search and Shopping or Performance Max capture category and brand demand. We watch how much of it is genuinely new.
For Indian D2C brands
COD and RTO, marketplace price comparisons and regional differences in what creative resonates change the plan. Our India performance marketing page covers this in detail.
Back to the D2C overview or our general performance marketing approach.
What we do
D2C acquisition, managed.
What’s included:
Tracking and data
Meta CAPI, GA4 and store data reconciled for delivered and new-customer orders.
Meta Ads
Prospecting, catalogue and retargeting with weekly creative tests.
Google Ads
Search, Shopping and Performance Max for category and brand demand.
Creative pipeline
UGC, creator and in-house ads produced to the testing roadmap.
Profit-led reporting
CAC, contribution, blended ROAS, COD and RTO, and repeat rate.
How it works
How we scale D2C.
Economics
Agree target CAC and contribution from your real numbers.
Measurement
Fix tracking and reconcile platform data with store data.
Test
Weekly creative and offer tests in a simplified structure.
Scale
Budget increases where new-customer CAC holds.
Retain
Feed winning content into retention and repeat purchase.
FAQs
D2C performance questions.
What is a good ROAS for a D2C brand?
It depends entirely on your margins, AOV and repeat rate. We work out a break-even and target CAC from your numbers instead of using a generic ROAS benchmark.
How do you reduce RTO through ads?
By setting accurate expectations in creative, encouraging prepaid orders, using quality signals in optimisation and reviewing which campaigns and regions drive refused deliveries.
Should we use Advantage+ Shopping campaigns?
Often, once there’s enough conversion data and creative variety. We test it against manual structures and watch new-customer share.
Who produces the ad creative for D2C campaigns?
We do. We produce UGC, creator and in-house creative on a weekly testing roadmap, and can adapt your existing brand assets and product shoots.
Do you work with Shopify stores?
Yes. We work with Shopify and other ecommerce platforms and use store data to check what the ad platforms report.
Next step
Scale on real contribution.
Share your store data and ad accounts, and we’ll show you your true CAC and where the next gains are.
request a growth review ↗