PERFORMANCE MARKETING & ACQUISITION
Through Voice of Customer insights, we can refine our creative strategies and potentially our media spend to positively impact key metrics over time. In this study, we'll dig into the details on media spend for Metabolic Renewal, including the most effective customer acquisition channels, customer segmentation, and the top-performing value propositions and ads. We'll also dig into how we can use data and analytics to refine our strategies, measure success, and optimize our funnel for optimal conversion rates.
RESEARCH METHOD
REPORTING & ANALYTICS
YEAR
Q1 2023
MEDIA SPEND:
Q1 2023
$9.1M
Across all channels for Q1 2023
+ X% FROM LAST QUARTER
SPEND ACROSS CHANNELS
83% of our total ad spend was used on Facebook and Instagram.
$7.6M
+ X% FROM LAST QUARTER
Includes both Google Search and YouTube.
$358k
+ X% FROM LAST QUARTER
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$975k
+ X% FROM LAST QUARTER
TOP PERFORMING ADS
BY CHANNEL
1007636089-MR-FE-VID75s-StubbornFatD31-Original-NA-NA-Belly+Animation+LV+RR-Jayne-JK-BodyChange-TakeHormoneQuiz-LearnMore
$367k
CLICK-THROUGH RATE: 1.18%
LEAD CVR: 59%
ORDER CVR: 2.0%
d360 eROAS: 109%
1021714812-MR-YT-VID60s-PowerOfWalking-CutD-Self-Original-Orange+Miles+GScreen+BAAmberW+Parallax+LuxCloset+HipHop-MarkelaMegan-MX-FindOut-LoseFat-FreeQuiz
$19.1k
CLICK-THROUGH RATE: 1.04%
LEAD CVR: 52.07%%
ORDER CVR: 1.31%
d90 eROAS: 100.24%
_MR-TT-POW+PodTalk+NA+ComB+LookGood40s+KellyLead+KellySophia-VID60s-1031461030-CT-10522_.mp4_001
$55.9k
CLICK-THROUGH RATE: 1.13%
LEAD CVR: 46.28%
ORDER CVR: 1.31%
d90 eROAS: 129.58%
OVERALL
CONVERSION RATE
2.5%
The percentage of users who click on an ad after seeing it, indicating how engaging and relevant the ad is to the target audience.
CLICK THROUGH RATE (CTR)
23.8%
The percentage of users who complete the Hormone Type Quiz out of the total number of users who began the quiz, demonstrating the quiz's effectiveness in converting users into leads.
LEAD CVR
1.2%
The percentage of users who complete a purchase out of the total number of users who clicked through from the ad.
ORDER CVR
67%
RETURN ON AD SPEND
Return On Ad Spend is a crucial KPI because it measures the effectiveness of our campaigns. By calculating the revenue generated for every dollar spent on ads, we can determine if our investments are yielding positive returns.
Day 90
eROAS
D90 eROAS measures the revenue generated after 90 days of the ad being shown, taking into account factors such as customer lifetime value and repeat purchases. This KPI provides a more accurate picture of the true impact of our ad creative on revenue, compared to ROAS metrics that only measure short-term performance.
IMPORTANT:
We operate at a loss on day one, so our target is to get to 70% ROAS.
124%
67%
RETURN ON AD SPEND
Return On Ad Spend is a crucial KPI because it measures the effectiveness of our campaigns. By calculating the revenue generated for every dollar spent on ads, we can determine if our investments are yielding positive returns.
Day 90
eROAS
D90 eROAS measures the revenue generated after 90 days of the ad being shown, taking into account factors such as customer lifetime value and repeat purchases. This KPI provides a more accurate picture of the true impact of our ad creative on revenue, compared to ROAS metrics that only measure short-term performance.
IMPORTANT:
We operate at a loss on day one, so our target is to get to 70% ROAS.
124%
WHO PURCHASED METABOLIC RENEWAL LAST QUARTER?
BUYERS BY
HORMONE TYPE
HOW DO BUYERS CHANGE OVER TIME?
BUYERS
OVER TIME
WHO SPENDS THE MOST?
TYPE 1
TYPE 2
TYPE 3
TYPE 4
TYPE 5
TYPE 6
TYPE 7
$750
$500
$250
$0
Of all the groups, the peri-menopausal / menopausal group spends the most with us, with an average spend of $576 per purchase.
WHAT DO THEY TYPICALLY BUY?
A typical purchase for the Hormone Type 5 group always includes Metabolic Renewal, as well as a supply of Metabolic Super Protein, as well as Metabolic Spark and the Metabolic Super Omegas.
METABOLIC RENEWAL
Physical, Digital, and Audiobook
METABOLIC SUPER PROTEIN
Typically buying 6 bags as a recurring subscription
METABOLIC SPARK
Typically one bottle as a one-time purchase.
METABOLIC SUPER OMEGAS
Typically one bottle as a one-time Purchase.
WHO INITIATES THE MOST RETURNS?
TYPE 1
TYPE 2
TYPE 3
TYPE 4
TYPE 5
TYPE 6
TYPE 7
$0
$250
$500
$750
Since Hormone Type 5 is the majority of our buyers, it makes sense that they would have the largest return rates.
