A supplement brand selling direct through Shopify was spending $120,000 per month on Meta. The marketing team was reporting a ROAS of 4.2× — comfortably above target.
The numbers looked healthy. Revenue was growing. But margin was compressing quarter over quarter, and nobody could explain why.
Meta's pixel lost approximately 30% of conversion signals after iOS 14.5. The reported 4.2× ROAS included conversions that never happened. Verified ROAS: 2.3×.
The top-selling SKU had a 6% net margin after returns and fulfilment — well below the blended average.
Instagram Stories mobile had a 78% cart abandonment rate — accounting for $5,000 per month in lost revenue.
We thought our Meta was working. MornningStar.ai showed us exactly where it wasn't — and the fix took one afternoon.
— Founder, A D2C Supplement BrandCampaign restructure: Moved budget towards Conversions API-verified audiences with confirmed purchase signals.
Audience exclusion: Excluded post-purchase customers from acquisition campaigns.
Checkout funnel fix: Mobile-optimised landing page for Instagram Stories. Cart abandonment dropped from 78% to 52%.
The audit cost $1,500. The spend recovered in the first month was $22,000. That is a 15:1 return on audit investment.
Billing leakage and OPD funnel gaps across 11 outlets.
OTA dependency and dynamic pricing gaps fixed in 60 days.
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