Meta Ads: Driver of the Next Growth Lever
Situation
De Kaffie Jongens operates a subscription-based model driven by new customers. Acquiring those customers at the lowest possible cost was difficult because there was little trust in ad platform data.
On top of that, Google Analytics showed very poor Meta performance, which heavily limited investment opportunities in the channel.
Complication
Without confidence in a single acquisition channel, growth slowed down. Internal discussions focused mainly on ROAS, while new customers and cost of acquisition, the real growth drivers, were not clearly visible or trusted.
Results
Solution
Implementation of Kickbite AI attribution models, with key customizations for their business model:
- Conversion types split into first subscription and regular orders
- Budget optimization by channel, campaign, and ad, based on new customers and CAC
- Orders per campaign split by subscription vs. one-time orders
Result
After just one month, both Yellowgrape and the De Kaffie Jongens marketing team identified Meta as the channel with the best CAC across both AI Click and AI Click & View models.
- Meta investment increased by 30%
- Total revenue impact: +57%
- New customers: +38%
- nCAC: –10%
This became the foundation for clear internal discussions around scaling Meta, improving creatives, and maximizing impact.
With a trusted data source, these conversations suddenly became easy.
