VIXIN Turns Acquisition Profitable in 30 Days & 4.9× Profit ContributionGrowth in 90 Days

Challenges

• Unprofitable Acquisition
  CAC exceeded first-order gross profit, eroding the P&L and stalling scale.
• Data Ambiguity
  No clear cohort/CAC payback analysis; attribution settings hid true incremental returns.
• Inefficient Account Structure
  Google retargeting campaigns and unfiltered Meta objectives wasted spend on non-incremental audiences.
• Low Creative Impact
  Sparse, undifferentiated ad tests yielded a sub-5% “high-performer” hit rate.

Solutions

1. Data Integrity & Assurance
   • Built a cohort CAC vs first-order gross profit matrix to reveal true payback periods.
   • Targeted a 30-day CAC payback, pinning blended-CAC at profitable levels.
   • Measured new-customer revenue only, isolating incremental lift from existing-customer P&L props.
2. Technical Account Structure
   • Google:
     • Turned off high-budget retargeting (Performance Max) that drove brand clicks, not new customers
     • Focused Shopping on cold audiences
   • Meta:
     • Switched all ads to 7-day-click attribution only (dropped 1-day-view over-attribution)
     • Excluded existing customers & site visitors from cold campaigns
     • ebuilt for “creative test” campaigns → audience-agnostic Adv+ scaling → dedicated retargeting
3. Creative Velocity & Diversity
   • Conducted historical creative audit, defining a ≥ 8% high-performer threshold.
   • Increased systematic ad tests to 50+ unique creatives/month with clear concept-based grouping.
   • Forecasted ad-volume vs revenue targets, ensuring each new asset delivered positive contribution profit.