Case Study: Joanna Vargas cuts new customer acquisition cost by 40% with Wicked Reports

Joanna Vargas cuts nCAC 40% with Wicked Reports

Joanna Vargas, a premium skincare brand, faced stalled new-customer growth and unreliable attribution across its marketing channels. Their agency, Bullseye Sellers, needed a single source of truth to accurately measure performance and reduce new customer acquisition cost (nCAC), moving beyond the biased and inflated data from platforms like Meta and Shopify. They turned to Wicked Reports for its first-party, click-based attribution and Advanced Signal service.

Wicked Reports implemented its Advanced Signal to send new-customer-specific conversion events back to Meta, training its algorithm to find valuable new buyers instead of easy retargeting wins. This solution, combined with a new creative strategy and the use of Wicked's 5 Forces AI for optimization, drove a 40% reduction in nCAC in a single month, dropping the cost from approximately $116 to $69 per new customer.

Joanna Vargas