Performance Data Architecture for a Consumer Health Brand (40% CAC Reduction)

The Challenge

A D2C consumer health brand operating in the US and EU faced rising acquisition costs and inefficient campaign performance.

Approach & Execution

Project Overview

A D2C consumer health brand selling in the United States and Europe faced rising acquisition costs. I took responsibility for tracking architecture and performance analytics.

Work Done

Budget Management: Oversaw the ~$30,000 monthly performance marketing budget across Google Ads and Meta Ads platforms.
Tracking Architecture: Implemented server-side conversion tracking to restore data integrity across platforms.
Performance Analysis: Analyzed campaign data to identify top-performing and underperforming audiences, creatives, and channels.
Optimization & Testing: Ran A/B tests on creatives, headlines, and landing page variations with a primary focus on reducing CAC.

Deliverables

Active management and optimization of a ~$30k/month multi-channel ad budget.
Demonstrable contribution to a 40% reduction in CAC.
A leaner, more efficient ad account structure.

Solution Overview

Managed tracking architecture and performance analytics. Implemented advanced server-side conversion tracking and structured A/B funnel testing across Google and Meta ad platforms.

Key Results & Impact

40% reduction in Customer Acquisition Cost (CAC).
Server-side conversion tracking with improved data integrity.
More efficient allocation of a ~$30k monthly advertising budget.