Carloginn: ROAS 4.12x → 5.37x (+30%), Cost per Purchase ₹187 → ₹142 (−24%) on Meta Ads

What the brand looked like before the optimisation cycle

Carloginn sells car accessories D2C on Meta — key covers, car curtains, metal-alloy interior pieces, branded model-fit accessories. Account was running at:

• Monthly Meta ad spend: ₹10–11L
• Blended ROAS: 4.12x (Q3 2025 baseline)
• Cost per purchase: drifting upward, ₹170–187 range
• Funnel ATC rate: 9–11% (LPV → ATC) — well below category benchmark
• AOV: ₹717 (Aug 2025)
• Campaign sprawl: 200+ historical campaigns with overlapping audiences, no Advantage+ Shopping coverage, retargeting on underperforming custom-audience segments

The account had volume but was leaking efficiency at every funnel stage. ROAS was real (positive unit economics), but the scaling ceiling was capped by funnel drop-off.

Exact action → exact result

Action 1: Restructured campaign mix around 3 audience tiers

Collapsed the 200-campaign sprawl into 63 active campaigns organised by intent:

• Broad (cold) — Transformer creatives (problem-solution videos), India-wide targeting → ₹8L+ spend at 6.58x ROAS (best workhorse)
• Lookalikes (LLA) — Off purchaser CAs, age/gender splits → ₹11L spend at 4.0x ROAS
• Retargeting (CA) — Site visitors + ATC abandoners, age splits → ₹11L spend at 4.36x ROAS

Result: Quarterly ROAS climbed from 4.12x (Q3 2025) → 5.37x (Q1 2026), +30.3%. The “Broad IND | Transformer” cohort alone delivered 5,666 purchases at 6.58x ROAS.

Action 2: Advantage+ Shopping Campaign rollout

Launched Meta’s AI-driven Advantage+ Shopping (LLA + Custom Audience seeds + dynamic creative variants). Replaced 4 manual campaign sets.

Result: ₹5.35L delivered at 4.0x ROAS. More important: it freed up the team’s daily optimisation hours, which were redirected to creative testing on the Broad cohort.

Action 3: Product-cohort campaign isolation

Split car-accessory SKUs into product-cohort campaigns (Car Curtains, Metal Key Covers, Zinc Key Covers, Alloy Leather Key). Each cohort got its own audience + creative set, allowing per-product ROAS measurement.

Result:

• Car Curtain | 20-5-25: ₹65k spend → 17.32x ROAS (787 purchases) — became a test campaign for new variants
• Zinc Key cover | Diff Age + CV: ₹3.7L spend → 4.37x ROAS (2,140 purchases)
• Metal Alloy Leather Key | Diff Age + CV: ₹3.5L spend → 4.66x ROAS (2,050 purchases)

Action 4: Funnel drop-off recovery

Diagnosed the funnel leak: ATC rate climbed from 9.6% (Aug 2025) → 13.5% (Mar 2026). The lift came from:

• Landing-page-load optimisation (LCP brought under 2.5s)
• Mobile checkout flow simplification
• Cart-abandonment retargeting frequency capped at 3.5/week (prevented saturation)

Result: Cost per purchase dropped from ₹187 (Jul 2025) → ₹142 (Mar 2026), a 24.1% reduction. AOV grew ₹717 → ₹775 (+8.1%).

Month-over-Month performance (full 12-month window)

Month	Spend	Impressions	Clicks	CTR	LPV	ATC	Purchases	Revenue	ROAS	CPP
2025-05	₹11.10 L	43.0 M	456,741	1.06%	280,686	28,889	7,262	₹54.70 L	4.93x	₹153
2025-06	₹10.95 L	38.3 M	433,219	1.13%	255,847	26,065	6,638	₹52.52 L	4.80x	₹165
2025-07	₹10.40 L	32.8 M	385,232	1.17%	235,672	23,461	5,556	₹41.06 L	3.95x	₹187
2025-08	₹9.36 L	33.2 M	384,304	1.16%	245,731	23,700	5,466	₹39.17 L	4.18x	₹171
2025-09	₹9.78 L	37.1 M	404,549	1.09%	265,002	28,604	6,393	₹41.54 L	4.25x	₹153
2025-10	₹11.13 L	37.5 M	412,200	1.10%	291,215	34,829	7,461	₹49.90 L	4.48x	₹149
2025-11	₹10.01 L	31.6 M	369,939	1.17%	260,598	30,003	6,292	₹46.36 L	4.63x	₹159
2025-12	₹10.43 L	31.6 M	371,315	1.18%	251,035	32,618	6,996	₹51.77 L	4.96x	₹149
2026-01	₹10.60 L	34.3 M	404,838	1.18%	277,717	35,914	7,368	₹56.44 L	5.32x	₹144
2026-02	₹8.48 L	25.0 M	306,475	1.23%	217,042	29,269	5,843	₹45.28 L	5.34x	₹145
2026-03	₹9.37 L	35.3 M	335,143	0.95%	234,775	32,759	6,602	₹50.98 L	5.44x	₹142
2026-04	₹8.91 L	26.4 M	312,706	1.18%	222,069	34,474	6,061	₹46.96 L	5.27x	₹147

Trajectory: ROAS climbed from 4.80x (May 2025) → 5.27x (Apr 2026), +9.8% MoM aggregate. The CPP improvement was even sharper: ₹165 → ₹147 (−10.9%).

Quarter-over-Quarter performance

Quarter	Months	Spend	Impressions	Clicks	LPV	ATC	IC	Purchases	Revenue	ROAS	CPP
Q2 2025	2 (May–Jun)	₹22.05 L	81.3 M	889,960	536,533	54,954	34,164	13,900	₹1.07 Cr	4.86x	₹159
Q3 2025	3 (Jul–Sep)	₹29.54 L	103.2 M	1.17 M	746,405	75,765	47,743	17,415	₹1.22 Cr	4.12x	₹170
Q4 2025	3 (Oct–Dec)	₹31.57 L	100.7 M	1.15 M	802,848	97,450	63,370	20,749	₹1.48 Cr	4.69x	₹152
Q1 2026	3 (Jan–Mar)	₹28.46 L	94.5 M	1.05 M	729,534	97,942	59,215	19,813	₹1.53 Cr	5.37x	₹144
Q2 2026	2 (Apr–May)*	₹16.14 L	46.7 M	556,436	396,691	59,662	33,780	11,336	₹88.08 L	5.46x	₹142

*Q2 2026 includes partial May 2026 (account active through report-pull date).

The clearest signal: Q3 2025 (4.12x ROAS, ₹170 CPP, lowest-performance quarter) → Q1 2026 (5.37x ROAS, ₹144 CPP).

• ROAS: +30.3%
• CPP: −15.3%
• Purchases per quarter: 17,415 → 19,813 (+13.8%)
• Revenue per quarter: ₹1.22 Cr → ₹1.53 Cr (+25.6%)

Full marketing funnel analysis (12-month aggregate)

Impressions     406,109,784       ────────────────────────────────  100%
       │
       ▼  CTR 1.13%
Clicks            4,576,661       ──                                1.13% of impressions
       │
       ▼  Click → LPV 66.4%
Landing Page    3,037,389         ──                                66.4% of clicks
       │
       ▼  LPV → ATC 11.9%
Add to Cart       360,585         ▌                                 11.9% of LPVs
       │
       ▼  ATC → IC 61.8%
Initiate Checkout 222,990         ▌                                 61.8% of ATCs
       │
       ▼  IC → Purchase 35.0%
Purchases          77,938         ▎                                 35.0% of ICs

Funnel Stage	Volume	Stage Conversion	Diagnosis
Impressions → Clicks	406M → 4.58M	1.13% CTR	Healthy for D2C category; creative iteration paid back here
Clicks → LPV	4.58M → 3.04M	66.4%	Acceptable; ~33% click loss to load-time/cross-device drop-off
LPV → ATC	3.04M → 360K	11.9%	Improved from 9.6% to 13.5% over the window — direct outcome of LPO work
ATC → IC	360K → 223K	61.8%	Above category benchmark (45–55%); checkout-flow simplification held
IC → Purchase	223K → 77.9K	35.0%	Payment-step drop-off; opportunity for further checkout work
Overall Click → Purchase	4.58M → 77.9K	1.70%	Full-funnel conversion rate

Overall result on the Carloginn Meta Ads account

• Total spend: ₹1.21 Cr
• Total revenue from Meta Ads: ₹5.77 Cr
• Total purchases: 77,938
• Blended ROAS: 4.78x (delivered) — with quarterly improvement to 5.37x by Q1 2026
• Average order value: ₹740
• Cost per purchase: ₹155 blended (improving to ₹142 in latest quarter)
• Click-through rate: 1.13% (held above category benchmark)
• Full-funnel conversion (Click → Purchase): 1.70% (up from 1.59% baseline)
• Campaigns active: 63 (rationalised down from 200+ historical)
• Best single campaign: Car Curtain | 20-5-25 — 17.32x ROAS
• Best workhorse: ATIL | CC | IND | DT — 10.26x ROAS at ₹7.1L spend

What ATIL takes from the Carloginn account

1. Campaign sprawl is the silent ROAS killer. Collapsing 200+ campaigns into 63 well-structured ones improved ROAS by 30% without changing the creative.
2. Advantage+ Shopping should be running on every D2C account. It freed up 8–10 weekly hours of manual optimisation that went into creative testing — which compounded into the broader ROAS lift.
3. Funnel diagnostics beat last-click ROAS optimisation. The 24% CPP reduction came mostly from LPO + checkout work, not from bid changes.
4. Product-cohort isolation reveals winners. Carloginn’s car-curtain SKUs ran 17x ROAS; without cohort separation they would have been buried in a portfolio average.

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