E-commerce · DTC · 2025–2026
North Sound Apparel: 4.2x ROAS sustained 6 months.
A Pacific Northwest DTC apparel brand was stuck at 1.6x ROAS, bleeding cash on Meta, and watching iOS attribution numbers drift further from reality each month. We rebuilt the funnel from the storefront up — and held 4.2x ROAS for two consecutive quarters.
The challenge
Great product, broken funnel.
North Sound had a beautiful product line and a small but loyal audience. Their Shopify theme was a stock build with creative duct-tape, their Meta ads sent traffic to product pages with three different layouts, and their Klaviyo flows were running default Shopify templates from 2022.
ROAS hovered around 1.6x with their previous agency. Mobile checkout had a 71% abandonment rate. Email contributed less than 12% of revenue — for an apparel brand with a returning-customer pattern that should have been 35%+.
Our approach
Storefront first. Then media. Then lifecycle.
We refused to scale ad spend before fixing the leaks. Week one was a Shopify CRO sprint: consolidated product page templates, rebuilt mobile cart and checkout, added a dynamic bundle module that bumped AOV, and shipped server-side tracking with GA4 + Meta CAPI to fix attribution.
With the storefront converting, we rebuilt the Meta and Google funnels from scratch — top-of-funnel UGC creative, mid-funnel value-stack ads with offers tied to bundles, and a retargeting pool segmented by behavior, not just URL visits. Bid strategy moved to value-based optimization once 45 days of clean data had stacked.
In parallel, the Klaviyo account got a full rebuild: a 6-message welcome flow, a behavior-triggered browse-abandonment sequence, a post-purchase replenishment journey, and a winback at 90 days. Every flow ships with a planned A/B test on subject lines or hero copy.
Results
From 1.6x to 4.2x — and held there.
By the end of week eight, blended ROAS had crossed 3.0x. By month three, 4.2x. The number has held — through a Q4 sale season and a Q1 launch — because the work compounded across channels rather than relying on a single ad set or campaign.
AOV climbed 28% thanks to the bundle module and a checkout-page upsell that hits a 14% take-rate. Email now contributes 38% of revenue and the abandoned cart flow alone pays for the Klaviyo subscription several times over.
CAC dropped 19% despite a more expensive Meta auction quarter-over-quarter. That gap is the agency fee, recovered in the first month of every quarter.
Run a DTC Shopify brand?
If your ROAS is stuck under 2.5x or your CAC keeps creeping, we can probably help. Book a call and we will walk you through what we would do in your first 30 days.
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