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After a successful pilot in the US, Wonderskin rolled out Angler AI’s predictive Conversion API to their US and UK stores to optimize their campaigns in Meta, and Tiktok. They are seeing a 4.6% decrease in blended CAC with an increase in average daily spend.
WONDERSKIN is an emerging, award-winning, beauty brand that is committed to innovation and disruption. Their clean, high-tech products power amazing results, with trending customer favorites in both Makeup and Skincare. Wonderskin develops superhero formulas in their own lab. They are a digitally native, customer-obsessed brand and the fully in-house growth team is passionate about data, performance and margin.
Wonderskin has been featured in Vogue, Allure, Marie Claire, Elle, Glamour, Grazia, Essence, Popsugar, Refinery29, The Independent, NY Post & Dozens more. Currently available online, on Amazon, TikTok shop and selected beauty retailers.
Wonderskin had been utilizing Shopify’s pixel and CAPI integration to send event data to marketing platforms like Meta, TikTok, and Google Ads. As they aimed to scale their paid marketing efforts, they needed a more robust technical solution to ensure they were delivering the highest quality data signals possible to these platforms. This data would be crucial in helping the platforms identify the right audience for their business. It was essential for Wonderskin to not only see improvements in platform-specific metrics over time but also to achieve overall enhancements in key performance indicators, such as blended customer acquisition cost (CAC) and marketing efficiency ratio (MER), as they increased their daily ad spend. Before adopting Angler AI, Wonderskin relied on TripleWhale’s attribution solutions to make campaign-level scaling decisions.
Wonderskin initiated a pilot program with Angler AI, starting with their US store. They conducted two sequential A/B tests: the first directed traffic to their third-party hosted landing pages, and the second sent traffic directly to their Shopify-hosted product pages. Both campaigns were optimized for cost per order.
Wonderskin installed the Angler app on their Shopify stores in both the US and EU markets. Additionally, they integrated the Angler tag on their third-party hosted landing pages, allowing Angler to capture all standard and custom events from both Shopify and the landing pages. The Shopify app enabled Angler to access Wonderskin’s historical backend data, including order details, product information, customer data as well as beauty quiz response data (zero-party data). The Wonderskin team also connected Angler to their Meta Ads Managers and TikTok Business Managers, enabling Angler to send high-value, enriched events via CAPI to both platforms.
During the trial, Wonderskin created a new Meta dataset specifically for their US ads managers. This setup allowed Angler to send predictive CAPI events to the new dataset while using the existing integration (main pixel) as a control for comparison. Angler also configured additional custom events, including the 90-day predicted lifetime value (pLTV) for both new and returning customers. Additionally, a new customer event was triggered whenever a customer made their first purchase. This setup provided a more detailed and predictive view of customer behavior, enhancing the precision of their marketing efforts.
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The first A/B test was completed in under two weeks, with Angler emerging as the clear winner, achieving over 95% statistical significance. The test showed a remarkable 47% reduction in cost per order and a 106% increase in purchase ROAS. Across all attribution windows (1-day view, 1-day click, 7-day click, and 28-day click), Angler consistently outperformed the business-as-usual segment in both CAC and ROAS metrics.
The second A/B test delivered similar impressive results, reducing CAC by 23% and boosting purchase ROAS by 42%, again with 91% statistical significance. Angler outperformed the control group across all attribution windows, and the in-platform reports (1-day, 7-day click attribution) were closely aligned with TripleWhale's click attribution reports.
Following the successful pilot, Wonderskin fully integrated Angler across both their US and EU stores, powering their primary Meta pixels. As a result, all of their campaigns began optimizing with Angler’s predictive CAPI. In June 2024, Wonderskin expanded Angler’s capabilities to TikTok, enabling enriched CAPI events that allowed for better measurement and optimization of campaigns targeting owned website traffic and conversions. Since May 2024, Wonderskin has been optimizing 100% of their ad spend on Meta and TikTok using Angler events.
As Wonderskin scaled their spending on paid channels (Meta, TikTok, and Google Ads combined), they observed significant improvements. Comparing the post-period (May - August 2024) to the pre-period (February - April 2024), Wonderskin saw a 4.6% decrease in blended CAC for their US store and a 3.0% decrease for their EU store, all while increasing their daily ad spend by approximately 12% during this period.
Angler AI's predictive CAPI dramatically reduced our CAC and significantly boosted our ROAS during the pilot, consistently outperforming our previous setup. After fully integrating Angler, we've continued to optimize our ad spend on Meta and TikTok, resulting in a noticeable decrease in blended CAC while increasing daily spend across our US and UK stores
Founder & CEO
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