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During the pilot Bartesian experienced significant improvements in both machine purchase CAC and ROAS. These performance gains were sustained throughout the summer sales period as they scaled their Meta paid advertising with Angler. As a result, Bartesian is now rolling out Angler across additional channels and integrating it into their full-funnel acquisition strategy.
Bartesian brings the art of mixology to your countertop, delivering premium cocktails in seconds. Just insert a capsule, choose your preferred strength, and enjoy. Recognized as a CES Innovation Award Honoree in 2020 for Home Appliances, Bartesian had already gained tremendous brand momentum. To accelerate their growth and take their cocktail maker to the next level, they sought to move even faster.
As pioneers in building not just a brand, but an entirely new product category, Bartesian has cultivated a loyal customer base. Consumers love their cocktail machines and frequently purchase capsules, with many subscribing to ensure they always have their favorites on hand.
Bartesian enjoyed strong supplemental revenue as customers continued to purchase cocktail capsules after buying their machines. Their marketing focus was on customer acquisition through machine sales, aiming to introduce people to this innovative home appliance. Key performance metrics centered around cost per machine purchase and ROAS.
However, after iOS 14.5 privacy changes, Bartesian faced challenges with their paid social campaigns. Despite excluding existing customers, their campaigns were still attributing capsule purchases to their efforts, leading to inflated ROAS and wasted ad spend.
To address this, Bartesian partnered with an advanced CAPI vendor to create custom events targeting new machine purchases and cart additions. However, despite these efforts, optimizing for machine purchase events didn’t outperform standard purchase events in reducing cost per machine purchase. This left the performance marketing team searching for a more effective way to optimize their campaigns.
In summer 2024, Bartesian piloted Angler AI’s predictive CAPI to improve machine purchase optimization. They ran an A/B/C test, comparing Angler's new machine purchase optimization against their existing CAPI solutions. Angler outperformed both alternatives, delivering better results in cost per machine purchase. Encouraged by the consistent performance during their summer sale, Bartesian scaled campaigns using Angler’s predictive CAPI.
Following the successful pilot, Bartesian expanded Angler AI across other platforms, optimizing top and mid-funnel campaigns, and leveraging Angler's predictive audience to measure matchback incrementality for paid campaigns.
Bartesian installed Angler’s app from the Shopify store, giving Angler access to their customer, product, and order data. Additionally, Angler began receiving browsing event data from both new and returning visitors. After a few weeks of data collection, Angler’s AI model started predicting which new visitors were most likely to purchase Bartesian’s target products, such as cocktail machines or bundles that included machines.
With these predictions, Angler set up its predictive CAPI to send a curated Meta dataset (formerly known as the pixel), focusing only on high-value visitors and their actions—those most likely to convert into machine purchases. This allowed Bartesian to optimize its paid marketing efforts, targeting the right audience more effectively.
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Bartesian initially set up a two-cell A/B test on Meta to compare Angler’s machine purchase optimization campaign with their best practice using their existing CAPI setup. They later added a comparison against a standard purchase event optimization, measuring cost per machine purchase. In both tests, Angler outperformed significantly, delivering a 45% reduction in machine purchase CAC and an 81% improvement in ROAS, with 91% statistical significance.
Following these results, Bartesian scaled their spend on campaigns using Angler’s predictive CAPI during the busy summer sales period. The performance remained strong, with Angler’s predictive CAPI lowering cost per machine purchase by 42% and improving ROAS by 97% throughout the sales period.
Bartesian decided to subscribe to Angler’s service and expand its use to Google Ads and TikTok. Additionally, they began leveraging Angler’s predictive audiences to measure the incrementality of their paid marketing efforts on Meta, just in time for the upcoming holiday season. This expansion allowed Bartesian to optimize their multi-channel campaigns and enhance performance across platforms as they prepared for the critical holiday season.
Angler AI's predictive CAPI has dramatically outperformed in Meta Ads reported new customer acquisition costs (CAC) in Bartesian summer campaigns. We’re eager to see if these results can persist into the critical Q4 timeframe, across additional channels, and with additional measurement frameworks.
Founder & Principal, Growth Marketing Advisors
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