CASE STUDY
Better Not Younger
Turning Attribution Blind Spots Into a 30% ROAS Gain
Better Not Younger is a health and wellness brand selling direct-to-consumer through Shopify, on Amazon, and at retail through Ulta Beauty.
SALES FOOTPRINT
Shopify DTC
Amazon
Ulta Beauty retail
The Results
30%
ROAS improvement
Increase in return on ad spend.
$3M to $10M
Annual revenue
Growth over 24 months
THE CHALLENGE
Scaling spend without a complete view of its business impact.
Better Not Younger was scaling aggressively across paid channels while continuing to build its retail presence.
$3,000
in daily Meta spend
Results (ROAS) was measured only based on platform results (under reporting real impact)
Amazon paid ads Spend
focused mainly on brand keywords
Amazon ROAS results were higher than expected; however, it was unknown what was the impact of Meta on Amazon results
Expanding retail
presence
The brand was also expanding into retail while paid activity continued across Meta and Amazon.
THE UNRESOLVED QUESTION
Each channel was being evaluated in isolation, leaving a critical question unanswered: How much impact was paid media generating across the entire business—not just on the platform where the spend occurred?
THE APPROACH
Conversion.Moe operated as an embedded growth partner, running two dedicated workstreams.
Workstream 1 — Cross-channel attribution
In-depth data analysis and A/B testing to understand the relationship between paid advertising and each channel´s sales
Workstream 2 — Meta execution and creative testing
Ad experts from our paid ads team define a continous testing plan to find new creative ideas, and in turn improve ROAS
AN INTEGRATED APPROACH
Meta execution and cross-channel attribution worked in tandem, connecting continuous creative testing with a clearer view of business-wide impact.
THE TURNING POINT
Meta spend was driving sales far beyond Shopify.
The attribution analysis revealed a critical insight the brand had not previously quantified.
CROSS-CHANNEL ATTRIBUTION EFFECT
$1 Spent on Meta
Paid media investment
Revealed
Approximately $0.40
in incremental Amazon sales
For every dollar spent on Meta.
Another $0.30
in incremental retail sales
For every dollar spent on Meta.
Paid social was not just a Shopify acquisition channel. It was the brand’s core awareness engine across the entire business.
THE STRATEGIC SHIFT
With the cross-channel impact established, the strategy shifted toward scaling
user-generated content to fuel Meta’s creative pipeline.
Scale user-generated content
Generate a high volume of fresh ad variations
Sustain continuous creative testing
THE STRATEGIC SHIFT
With the cross-channel impact established, the strategy shifted toward scaling
user-generated content to fuel Meta’s creative pipeline.
Scale user-generated content
Generate a high volume of fresh ad variations
Sustain continuous creative testing
THE RESULTS
Stronger returns and connected growth across three sales channels.
ROAS improved, and annual revenue grew over the following two years.
30%
ROAS improvement
Increase in return on ad spend.
$3 million → to $10 million
Annual revenue
Growth achieved over the following two years.
Shopify · Amazon · Retail
Connected growth
Paid media served as the connective tissue across the business.
Let’s discuss the growth architecture your business needs.
Tell us where your business stands today, where it needs to go next, and the role digital should play in getting there.
