Christy Dawn has cultivated a strong relationship with their customers, with nearly 50% of their orders coming from returning shoppers—a testament to their excellent product-market fit and a well-executed CRM strategy. When it came to their Meta acquisition marketing budget, the focus was on bringing in new customers exclusively. Prior to partnering with Angler AI, Christy Dawn relied on syncing their existing customer lists from Shopify and Klaviyo (CRM) and using these lists to exclude current customers from all prospecting campaigns. However, in recent years, particularly after the iOS 14.5 privacy changes, they noticed that these audience exclusion strategies became less effective. Meta began attributing significantly more purchases than the actual number of new customer orders reflected in Shopify. 

In May 2024, Christy Dawn embarked on a 30-day free pilot with Angler AI, setting clear objectives to enhance their marketing efforts. Their primary goal was to drive new customer acquisition by optimizing their paid campaigns on Meta, with a particular focus on improving the return on ad spend (ROAS) from first-time orders. Additionally, they aimed to implement advanced measurement techniques to gain deeper insights into their campaigns. This included tracking the cost to acquire new customers (CAC) and the purchase ROAS, analyzing what percentage of attributed orders came from new customers, and predicting the 90-day lifetime value (LTV) of these newly acquired customers.