Case studies
Three accounts that got stuck. And what we did.
Each one is a short read: the situation, what the numbers first suggested, what was actually happening, what we changed, and what we would remember next time. Identifying details are changed, and where we are not sure, we say so.
Three problems
Find your account in one of these.
A product people hesitate to buy. An audience that ran out. Numbers that could not be trusted. Most stuck accounts are living one of the three.
The guarantee was worth more than the discount.
Click-through held while conversion fell. People wanted the brush but would not risk buying comfort they could not feel first.
What changedBlended acquisition cost came down. Returns rose slightly, a cost we accepted and planned for before launch.
Worth rememberingJudge a guarantee after the returns come in, not before.
Read the case study · 3 min ↗
The next audience was hiding in the reviews.
Each new batch of creative wore out faster than the last while conversion never moved. The audience was running out, not the ads.
What changedNew buying situations opened new audiences, and seasonal spend scaled at a roughly flat blended cost.
Worth rememberingChange the buying situation before making more versions of the same ad.
Read the case study · 3 min ↗
The dashboard said scale. The bank said stop.
A checkout change left purchase events firing twice. Reported revenue ran far ahead of settled cash while small orders lost money under free shipping.
What changedProfit per paid order turned positive while the reported return fell. Both facts are part of the story.
Worth rememberingWhen the dashboard and the bank disagree, believe the bank.
Read the case study · 3 min ↗The next step