49%
increase in new customer purchase
0%
new customer purchase percentage after implementation
Stop wasting ad dollars and work hours
Accelerate growth and profitability by blocking the ad buys that drive zero conversions.
CHALLENGE
The Challenge: Ad Spend Stuck in a Loop
ALT. Fragrances, a fast-growing DTC fragrance brand known for high-quality variations of luxury scents, hit a wall at the start of 2025. Meta campaigns that were supposed to bring in new buyers were instead cycling through the same loyal audience again and again.
Meta’s audience breakdowns highlighted the issue: returning customers made up 70 to 80 percent of the traffic on campaigns that were supposed to attract new audiences.
“Most of our campaigns were just effectively hitting the same people over and over again,” said ALT. Fragrances founder, Michael Saba. “A lot of them were returning customers. As we scaled, that became a bigger and bigger issue.”
Despite using Meta’s native exclusions and syncing data through Shopify Plus, existing customers kept slipping through – inflating ROAS, distorting key metrics, and making it nearly impossible to understand which campaigns genuinely performed.
SOLUTION
The Solution: Exclusions That Actually Work
The breakthrough came when ALT’s team discovered WasteNot on X.
“We saw people chattering about the solution and how it worked,” Michael said. “Given the position we were in, it felt worth the try.”
Setup took under 20 minutes. After connecting Shopify and Meta, WasteNot began identifying and excluding past purchasers in real time.
RESULTS
The Results: Efficiency Recovered, Growth Reignited
Once WasteNot began filtering out ALT’s existing customers, the shift in performance happened quickly. Campaigns that had been overwhelmingly weighted toward returning buyers — in some cases 70 to 80 percent of total traffic — began pulling in a predominantly new-customer audience. Within just a few days, the same campaigns were delivering more than 90 percent new customers, giving the team a far clearer view of how their acquisition engine was actually performing.
With that clarity, ALT could finally understand the true contribution of each campaign. Their Marketing Efficiency Ratio improved as spend was redistributed toward ads that were genuinely reaching new shoppers rather than being propped up by repeat purchasers. Several campaigns that previously looked strong were exposed as inefficient once the returning-customer inflation was removed, allowing ALT to reduce or pause budgets that weren’t delivering real acquisition. Others, now shown to be driving high-quality new traffic, were scaled with far more confidence.
The combination of cleaner exclusions, more accurate performance data, and better budget allocation helped ALT reset its Meta strategy around true new-customer growth — not recycled audiences.
49%
increase in new customer purchase
0%
new customer purchase percentage after implementation
CONCLUSION
Conclusion
The combination of cleaner exclusions, more accurate performance data, and better budget allocation helped ALT reset its Meta strategy around true new-customer growth — not recycled audiences.
“If you have a new customer acquisition problem, especially if you’re a brand with a big repeat base, it’s the best solution we’ve found and I’d highly recommend it,” said Michael. “It helps Meta do what it’s supposed to: acquire new customers."
To see what happens when your spend stops leaking, sign up for a demo to activate your free WasteNot trial.
COMPANY INFO
Industry
Fragrances
