Change in optimization process lowered nCAC by 17.39% while increasing spends by 15.68%
Plush for Her is a women’s wellness brand offering high-quality and sustainable period care, body hygiene, and skincare products designed to support well-being.
Lower nCAC on the dashboard level by optimizing the account on the basis of nCAC (Custom Conversion Event) instead of CAC.
For the last 2 months we have been using the custom server side event to track new customers, nCAC & new customer conversion value.
Recently we started optimizing the ads on the basis of nCAC instead of blended CAC.
Instead of optimizing for CAC, we started optimizing for the nCAC on the dashboard.
We set the kill nCAC at ₹250 which meant in prospecting campaigns anything higher than that will be paused.
The idea was to train the machine learning algorithm to focus more on new customer acquisition.
With in 7 days of following this optimization process we saw our nCAC improving and at the end of 2 weeks this is what we achieved:
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