Real QUBE work. The client cannot be named. We only show numbers they allowed.
Results we can show
Verified results
Not disclosed
No figures invented.
- 01
Challenge
Media was buying first orders as if they were a business. Repeat, contribution and payback were being ignored in the weekly meeting.
- 02
What we saw
ROAS on a first purchase can look heroic while the company is destroying value. Lifetime is the adult conversation.
- 03
Plan
Creative and offers designed for the second purchase. CRM as the retention product. Paid governed by payback, not by a 7-day pixel.
- 04
What changed
The weekly meeting started with payback. First-order ROAS stopped being a victory lap.
- 05
Result
Not disclosed.
- Objective
- Rebuild acquisition around LTV:CAC and payback. First order is a cost of learning. The second order is the business.
- Audience
- Not shared
What we did
- LTV and payback as the operating ratio
- Creative and offers for repeat, not only first order
- CRM lifecycle and replenishment
- Paid structured by contribution after returns
- Weekly meeting that starts with the ratio
Parts of the work
Paid media
Governed by payback. Pixel ROAS is a supporting actor.
Creative
Designed for the second purchase.
CRM
Replenishment, post-purchase, win-back.
Winning more from visitors
Checkout as a conversion product, including returns honesty.
Retention
The second order is the result that matters.
Data / attribution
Cohort LTV. Not a last-click screenshot.
What happened next
Confidential.
Services
Paid media · CRM · Winning more from visitors · Retention · Measurement
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