90%
reduction in spend wasted on existing customers (from ~10% to ≤1%)
32%
increase in NCROAS without creative or budget changes
Stop wasting ad dollars and work hours
Accelerate growth and profitability by blocking the ad buys that drive zero conversions.
CHALLENGE
The Challenge: Rising nCAC Despite Strong Creative
Immi Eats had a familiar problem for high-velocity DTC brands: even when ads were working, growth efficiency wasn’t improving.
Before WasteNot, a meaningful portion of paid spend kept flowing to people who already knew the brand or had already purchased. Creative performance was strong, but NC-CPA continued to creep upward. The team felt like they were fighting the platform instead of unlocking incremental growth.
As Immi’s Director of Growth Brandon Yu put it, “It honestly felt like we were pushing against the platform instead of actually unlocking new growth.”
Internally, the signals were consistent. Meta dashboards and Source Medium reporting showed the same pattern: the share of spend going to new customers was declining, NC-CPA was rising, and the new-vs-returning mix wasn’t where it needed to be. At that point, it became clear this wasn’t a creative issue.
It was audience waste.
SOLUTION
The Solution: Real-Time Exclusions That Actually Hold
Immi Eats had already tried exclusion lists. Like most brands, they found them unreliable.
Static exclusions would work one day and fail the next. Manual updates weren’t scalable for a team constantly testing new creative and structures. What they needed wasn’t another workaround—it was something that stayed accurate in real time.
WasteNot’s value proposition was straightforward: stop spending money on people who are already customers.
That alone made it worth testing.
Setup was fast and uneventful. No friction. No unexpected issues. And within days of going live, the shift was visible.
“The moment it really clicked was when we realized we didn’t change creative or budgets at all—the efficiency lift was purely from WasteNot cleaning up our audience targeting.”
RESULTS
The Results: Better Acquisition, Clearer Measurement
After about a week of optimization, the impact was unmistakable.
Before WasteNot, roughly 10% of Immi Eats’ Meta spend was going to existing customers, despite having standard exclusions in place. After WasteNot, that number dropped to 1% or less, effectively eliminating audience leakage.
That single change had outsized effects:
NC-CPA stabilized without touching creative or spend
The majority of budget was finally focused on net-new customers
Top-of-funnel reporting became materially more trustworthy
One unexpected benefit stood out immediately: measurement clarity.
With existing customers removed from acquisition traffic, performance data became easier to interpret and act on. As Brandon described it, “Our reporting became more trustworthy overnight because our traffic became more ‘true top-of-funnel.’”
WasteNot didn’t just improve efficiency. It restored confidence in the data Immi Eats was using to make scaling decisions.
90%
reduction in spend wasted on existing customers (from ~10% to ≤1%)
32%
increase in NCROAS without creative or budget changes
“If new customer acquisition matters to your business, WasteNot is one of the easiest wins you can add. It protects your budgets and lets your creative and strategy actually work the way they’re supposed to.”
Brandon Yu
Director Growth at Immi Eats
CONCLUSION
Conclusion: A Core Piece of the Growth Stack
For Immi Eats, WasteNot quickly moved from experiment to infrastructure.
What started as a way to reduce wasted spend became a foundational part of their acquisition setup, right alongside tracking, attribution, and pixel architecture.
As Brandon summed it up, “It’s one of those tools you don’t realize you need until you see what happens when your spend stops leaking.”
For brands where new customer acquisition matters, WasteNot doesn’t change how you market. It simply ensures your budgets, creative, and strategy are actually working on the right people.
To see what happens when your spend stops leaking, sign up for a demo to activate your free WasteNot trial.
COMPANY INFO
Industry
Food & Beverage
HQ
San Francisco, CA
