9%
Increase in incremental new customer orders
0%
Drop off in incremental existing customer orders
42%
Increase
Stop wasting ad dollars and work hours
Accelerate growth and profitability by blocking the ad buys that drive zero conversions.
CHALLENGE
OOFOS, a leading recovery footwear brand with an intensely loyal customer base, uncovered a problem many brands face on Meta: standard exclusions were no longer enough to protect prospecting spend.
Despite using Shopify Audiences, Klaviyo audiences, and manually uploaded enriched customer lists, their prospecting campaigns continued serving ads to large numbers of existing customers. In some weeks, new visitor share dropped to just 40%, and even executive stakeholders at OOFOS were seeing prospecting ads they should have been excluded from. WasteNot is built to catch exactly this kind of audience leakage and help brands restore targeting efficiency.
"We kind of hit a roadblock," Nic said. "We didn't have the tooling in house to further expand our ability to exclude beyond what we could do within a platform itself."
When Pawel Skibinski, who leads media buying for OOFOS through their agency Force of Nature, dug into the problem, he found that Klaviyo’s and Shopify’s native Meta audience syncs were specifically breaking down on exclusions for several different reasons. With no CDP in place and every standard in-platform option already exhausted, the team needed a new solution they could activate in minutes—not one that would take months to implement.
SOLUTION
OOFOS first discovered WasteNot through a podcast the team follows regularly. Getting started was quick: Pawel connected Shopify, Klaviyo, Google, and Meta in just a few minutes, and the platform was up and running.
The early signals looked promising, but the team wanted objective proof that WasteNot was creating real value. To validate the impact, OOFOS used Haus, their incrementality testing partner, which had partnered closely with WasteNot to design exclusion-specific tests for multiple brands before. OOFOS split Meta spend across two geo-holdout groups using the same campaigns, same creative, and same budgets. The only difference between the two groups was whether WasteNot was active.
After reviewing the Haus results, Nic said, “The results were significant enough that we were able to make the decision to move forward with WasteNot.”
RESULTS
The Haus incrementality test shows the exact problem WasteNot is built to solve. Standard platform reporting made the business-as-usual Meta campaigns look stronger because Meta was claiming credit for purchases from “low-hanging-fruit” customers who likely would have converted anyway. That inflated in-platform ROAS without creating truly incremental growth. WasteNot is designed to reduce that kind of waste by helping brands exclude the wrong audiences, tighten targeting, and direct spend toward segments that are more likely to drive net-new, profitable growth for the business—not just stronger-looking ad platform KPIs.
Incremental new customer revenue told the real story. The WasteNot cell generated a 9% increase in incremental new customer revenue, over just two weeks.
The initial test focused on a specific shoe category, the results of which gave OOFOS the confidence to expand WasteNot across their entire catalog.
"We saw new customer revenue increase within the category we were targeting, which gave us the hope of potential across other campaigns."
9%
Increase in incremental new customer orders
0%
Drop off in incremental existing customer orders
42%
Increase
CONCLUSION
For brands with large, loyal customer bases, Meta’s native exclusions often break down in ways that quietly hurt acquisition efficiency. Spend gets pulled toward customers who were already likely to convert, inflating ROAS inside the ad platform while suppressing true net-new growth. OOFOS demonstrated through incrementality testing that fixing exclusions is not a marginal tweak—it can create seven-figure revenue gains. WasteNot solves this by giving brands exclusions that actually work, can be activated in minutes, and do not require heavy technical implementation.
Learn more about WasteNot and activate your own free trial by signing up for a demo here.
COMPANY INFO
Industry
Apparel & Footwear
