46%
decrease in nCAC
350%
increase in new customer revenue
48%
increase in new customers from TOF campaigns
Stop wasting ad dollars and work hours
Accelerate growth and profitability by blocking the ad buys that drive zero conversions.
CHALLENGE
The Challenge
Adapt Naturals is a subscription-based supplement brand with strong LTV and a high repeat-purchase rate. For a business with a large returning-customer base, separating new vs. returning customers in Meta is essential for maintaining healthy CAC targets, forecasting growth, and properly allocating budgets.
Even with every standard exclusion in place — Shopify Audiences, Meta pixel audiences, Klaviyo syncing, a tight account structure, and daily last-click checks — roughly 15 percent of Meta-attributed customers still showed up as returning buyers.
In Andrew’s words, “the bucket just is leaky and there's nothing we could do to solve it.”
It didn’t jeopardize the business, but it did undermine clarity. ROAS appeared inflated. CAC targets blurred together. Campaigns that “looked good” often weren’t truly acquiring new customers. And without accurate segmentation, the team couldn’t confidently assign value to each dollar of spend.
SOLUTION
The Solution
The team assumed this was simply a platform limitation until a trusted operator recommended trying WasteNot. Implementation took only a few steps, and the impact showed up fast.
“We added WasteNot’s exclusions and the next day it worked. Very quickly WasteNot figured it out.”
The most important signal came from the one metric Adapt Naturals trusted above all: UTM-based last-click data tied directly to customer type. Andrew explained why this was the anchor point for their analysis: “The thing I really like about UTMs is that even though they don't tell you the whole story, they never lie.”
By triangulating in-platform ROAS, last-click ROAS, and actual new-customer revenue, the team could see exactly how much acquisition Meta was truly driving. Once WasteNot was live, that data finally aligned with what they had been trying to achieve for months.
RESULTS
The Results
Once WasteNot was activated, Adapt Naturals finally saw the separation they’d been trying to enforce for months.
“We went from 15-plus percent of our ad spend going to returning-customer last-click UTMs to around 3%. Almost nothing.”
With clean segmentation, Adapt Naturals could finally:
Assign meaningful CAC targets for new vs returning customers
Evaluate Meta performance without distortion
See which campaigns were truly working for acquisition
Align spend with the actual value each customer type produced
The clarity restored confidence. As Andrew put it, “It was one of many factors that allowed us to more appropriately assign different values to our spends. It just allows us to think more carefully about how much we want to spend to acquire each customer.”
He didn’t expect it to work this well, especially with exclusions already dialed in. But WasteNot still created the separation no other tool delivered. “I didn’t think it would work as well as it did. And that’s so much of what I’m looking for in a software company. Just do the thing you say you can do, please.”
46%
decrease in nCAC
350%
increase in new customer revenue
48%
increase in new customers from TOF campaigns
“WasteNot is a banger tool for any high-LTV brand. If repeat purchases are a large portion of your revenue, then it becomes more important to think carefully about how you assign ad spend and how you generate new reach for new customers without those muddying the waters in your Meta account.”
Andrew Faris
Media Buyer at Adapt Naturals
CONCLUSION
Conclusion
For high-LTV, high-retention brands, clean exclusions can be the difference between guessing and knowing. Traditional exclusion methods are tedious, inconsistent, and often fail to produce the separation operators rely on to scale responsibly.
WasteNot provides a straightforward approach. It cleans up exclusions, brings clarity back to measurement, and helps brands understand where their acquisition dollars are actually going.
To activate your own free trial of WasteNot and see how it can clarify and improve your Meta acquisition, sign up for a demo here.
COMPANY INFO
