Period: August 1–31, 2025
FMCG snacks operating in India’s competitive D2C food space; heavy reliance on paid Meta traffic; prior months saw stagnant AOV around ₹621 and inefficient creative spend.
Low session-to-order conversion; thin owned-channel infrastructure meant revenue died when ads paused; discounting pressure eroded margins; creative fatigue cycles were invisible until performance collapsed.
Scale profitably to ₹10L+ monthly revenue while building owned-channel insurance; lift AOV without killing conversion; establish sustainable unit economics that survive platform algo shifts.
Static-first hooks with fast creative rotation and strict fatigue rules; migrated to Advantage+ Catalog + broad targeting; killed stacked interest segments that inflated CPA.
Built replenishment flows and utility-driven broadcasts; deployed event-timed email flashes (payday, festive windows) to monetize existing base at near-zero media cost.
Streamlined PDP clarity (ingredients, use cases, returns/warranty visibility); removed cart friction points; reframed offers as value bundles vs. discount-led promo to protect AOV.
Tested “anytime snack,” “protein/energy positioning,” “family multipack value” vs. single-SKU promos; multipack bundles lifted AOV and Meta ROAS simultaneously.
Static imagery outperformed UGC in cold prospecting; reserved UGC for retargeting layers where social proof drove conversions.
Advantage+ Catalog + broad crushed layered interest stacks; simpler setup, lower CPA, faster learning phase exit.
Evening (6–9 PM) and payday bursts (1st, 15th) delivered 2.8× reply rates vs. generic broadcast slots; converted dormant customers without ad spend.
Added “Why this snack?” clarity block, visible ingredient list, and 7-day return guarantee badge; reduced pre-cart drop-off by ~18%.
Removed forced account creation, added trust badges at payment step, simplified coupon UI to stop AOV leakage from discount-hunting behavior.
Shifted messaging from “20% off” to “Family pack—₹X per serving” to anchor value perception and lift average basket size from ₹621 to ₹887.
| Metric | Value |
|---|---|
|
Sessions
|
30,634
|
|
Total sales
|
₹11,22,028
|
|
Orders |
1,265
|
|
AOV
|
₹887
|
|
Revenue per session (RPS)
|
₹37
|
|
Orders/day
|
40.8
|
|
Sales/day
|
₹36,194
|
| Metric | Value |
|---|---|
|
Spend
|
₹1,61,535
|
|
Purchases (Meta-attributed)
|
763 |
|
Purchase conversion value
|
₹7,06,769
|
|
ROAS |
4.38 |
|
CPA
|
₹212 |
|
CPC (per link click)
|
₹7.89
|
|
Link clicks
|
20,476
|
|
Landing page views
|
19,263
|
|
LPV rate
|
94.1%
|
| Slice | Amount/Count | Share |
|---|---|---|
|
Meta-attributed revenue
|
₹7,06,769
|
63.0%
|
|
Owned + Direct (incl. WhatsApp/email) — est. delta
|
₹4,15,259
|
37.0%
|
|
Meta-attributed orders
|
763
|
60.3%
|
|
Non-Meta orders (owned/direct/other)
|
502
|
39.7%
|
| KPI | July | Change | August |
|---|---|---|---|
|
Sessions
|
7,716
|
30,634
|
+297%
|
|
Total sales
|
₹1,87,630
|
₹11,22,028
|
+498%
|
|
Orders
|
302
|
1,265
|
+319%
|
|
AOV
|
₹621
|
₹887
|
+42.7%
|
Meta scaled at 4.38 ROAS with ₹212 CPA; stayed inside target CAC:LTV envelope while 6× revenue month-over-month.
WhatsApp and email delivered ~37% of total revenue at near-zero marginal media cost; critical insurance against Meta concentration risk and algo volatility.
Shifted away from discount-led acquisition; bundle framing and cart UX fixes lifted AOV 42.7% (₹621 → ₹887) without killing conversion rate.
Push owned-channel mix from 37% to 50%+ by building post-purchase flows, replenishment triggers, and refer-a-friend loops; can’t afford single-platform exposure at this scale.
Monitor first-order ROAS (FO-ROAS), profit-on-ad-spend (POAS), and RPS; set hard CPA ceilings before scaling further to avoid margin erosion.
Continue bundle-first messaging over coupon wars; test subscription or auto-replenish models to lock in high-LTV cohorts and smooth revenue curves.
Institutionalize 7-day creative rotation and fatigue monitoring; August wins will decay without systematic testing pipeline.
