01
8.8x online orders
Against the four months before, counting only online orders in Shopify.
Case study: luxury wellness brand
A luxury wellness brand: online orders up 8.8x and ecommerce revenue up 7.2x.
When I came in as fractional CMO for this luxury wellness brand, the ad account had been running for months without a single ad driven sale. Over the next four months, online orders grew 8.8x and ecommerce revenue grew 7.2x against the four months before.
Results compare online orders and ecommerce revenue in Shopify, excluding event sales, against the four months before I started. The brand is not named at its request.
8.8xonline orders, vs. the four months before
7.2xecommerce revenue
$10M+in ad spend managed
6.2xreturn on ad spend
“She came in and very quickly saw things we were too close to see ourselves. She brought a clear growth strategy, and she actually took ownership of executing it.”
Founder, luxury wellness brandWhere it started
Ads running, clicks coming in, no sales.
The Meta account had campaigns live and plenty of clicks, but no purchases traced back to the ads. The site ran on a headless setup, with the storefront separate from the Shopify checkout, and the tracking between them was broken in more than one way.
So the first job was not more ads. It was finding out what was real.
What I did
Five things that moved the number.
1
Rebuilt tracking until it matched Shopify
The pixel was firing twice and more than one server connection was sending the same events, so Meta was claiming far more purchases than real orders. I untangled it and reported every result off Shopify actuals, not platform claims.
2
Rebuilt Meta around what sells
New campaign architecture: an evergreen sales campaign, seasonal drops and local awareness campaigns. Fewer campaigns, clearer budgets.
3
Let the founder sell
The founder's own video became the top sales driver. When I consolidated spend behind it, sales came in consistently and cost per online order fell 42% in a month.
4
Added Google on the right basis
Brand search, then Shopping and non brand search, sized on the orders Meta had not already claimed so the brand was not paying twice.
5
Built press and events before scaling paid
Press and influencer events plus editorial outreach, so paid had something to amplify.
The result
Four months, measured on real orders.
02
7.2x ecommerce revenue
Same comparison, with event and in person sales removed so the number reflects what marketing drove online.
03
42% lower cost per order
In a single month, after tracking was fixed and spend was consolidated behind the best creative.
What carries over
The lesson for any ecommerce brand.
Most of the growth did not come from a clever ad. It came from knowing which numbers to believe. Once the account answered to Shopify instead of the platform, budget went to what was actually selling.
If your ads report wins and revenue doesn't follow, start there. It's the first thing I check in a Growth Audit and on every paid media account I take on.
What did Monica Hacker do for this brand?
She led growth as fractional CMO: tracking, Meta and Google ads, creative direction, press and events, and reporting off Shopify actuals.
How much did the brand grow?
Online orders grew 8.8x and ecommerce revenue grew 7.2x compared with the four months before, measured in Shopify with event sales removed.
Why was the ad account not producing sales before?
Campaigns were running, but tracking was broken across a headless storefront and Shopify checkout, so the platform could not tell what was selling and budget went to the wrong places.
Can this work for other ecommerce brands?
The approach does: fix measurement first, judge spend on real orders, rebuild around what sells, and give paid something worth amplifying.
Ads running and sales not following?
Bring your ad account and your Shopify numbers. In thirty minutes you'll know where the gap is.
Book a call →Thirty minutes. Bring your numbers, or just bring the problem. You'll leave knowing what I'd fix first.
