Jewerly Brand Achieves 340% ROAS with Smarter Attribution & Targeting

Challenge

Operating in the competitive luxury jewelry market, Gabriel & Co.’s high-end positioning comes with unique performance challenges.

Complex Attribution Gaps: Reliance on platform reporting alone made it difficult to reconcile Meta ad performance with Magento’s back-end data, creating uncertainty in decision-making.

High Acquisition Costs: As a premium-priced product, customer acquisition costs were significantly higher than average, limiting scalability.

The brand needed a more accurate, actionable view of its performance and a strategy to drive cost-efficient growth without compromising brand equity.

Strategy

We implemented a three-pronged approach to improve tracking accuracy, diversify creative, and focus budget toward the highest-return opportunities:
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• Multi-Attribution Alignment: Develop an agreed tracking system integrating Meta pixel data with Magento live-order reporting for balanced performance insights.



• Creative Diversification: Expand concept testing to appeal to different audience personas while retaining the luxury aesthetic.



• Budget & Campaign Optimization: Prioritize sales-focused campaigns, with budget allocation tuned to seasonality and funnel stage performance.

Execution

• Attribution Infrastructure:
‍Pulled live-order reports from Magento; Created clear attribution rules using UTM parameters; Automated reporting to match sales to campaign sources for a unified view.
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• Creative Scaling: Conducted a full audience audit to refine persona targeting; Developed creative briefs based on audience insights; Iterated on winning ad formats while introducing new luxury-driven concepts to increase testing volume.

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• Performance-Driven Optimization: Shifted campaign objectives toward lowering CPA while protecting ROAS; Dynamically reallocated spend between top-of-funnel and bottom-of-funnel campaigns based on seasonal buying behavior.

RESULTS

Jan 1 – Jun 30 2025 vs Jan 1 - Jun 30 2024

Unified attribution between Meta and Magento, enabling a balanced and reliable performance view.

ROAS Surge: ROAS improved by over 340%

Total Purchases: More than tripled YoY (+212%), driven by improved targeting and campaign performance.

Ad Spend: Reduced by 10% YoY while delivering a substantial increase in sales volume.



New Customer Purchases:
Grew by over 260%, showing a dramatic improvement in acquisition capability.

CAC: Dropped by 75%, significantly lowering acquisition costs and boosting profitability.
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Cost per Conversion: Improved by 71%, indicating more efficient media spend and better conversion rates.



Takeaways:

By aligning attribution, scaling creative, and optimizing budget allocation, Gabriel & Co. was able to improve acquisition efficiency while maintaining premium positioning, a critical balance for luxury brands aiming to scale sustainably.

- Services used: Meta; Paid Media Strategy & Execution; Attribution & Data Integration; Creative Strategy; Reporting & Analytics