Illustrative strategy example
Meta Ads
Home goods
A seasonal home-goods retailer
Plan acquisition around changing seasonal demand.
Monitor
Acquisition cost
Monitor
New-customer share
Monitor
Contribution margin
Monitor
Repeat purchases
Overview
A retailer with seasonal demand needs separate plans for peak buying periods and quieter months.
The Challenge
Before changing the media plan, review margins, stock, repeat purchase behavior, and how sales vary by month. Separate demand changes from creative or tracking problems.
Proposed Approach
Review purchase tracking against store orders.
Group creative tests by product and customer need.
Set budgets around inventory and contribution margin.
Evaluate prospecting and retargeting with new-customer data.
What to Measure
Monitor
Acquisition cost
Monitor
New-customer share
Monitor
Contribution margin
Monitor
Repeat purchases
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