Agency 6B × It Just Works Deodorant · First 30 Days
ROAS doubled. CPA cut in half.
Tracking rebuilt from scratch.
Agency 6B inherited paid campaigns running at a 1.11X ROAS with a $54.95 CPA and broken legacy UTM tracking misattributing revenue across every creative. Inside 30 days: 2.44X ROAS, $26.18 CPA, and a validated top-of-funnel audience segment driving 97% week-over-week AOV growth.
2.44X
ROAS at 30 days
up from 1.11X
$26.18
CPA
down 52% from $54.95
97%
AOV lift
Taste Better Naked campaign
30
Days
from takeover to results
The Brief
It Just Works Deodorant is a clean, luxury-positioned personal care brand targeting a Goop-adjacent, health-conscious consumer. Before Agency 6B, paid campaigns had been running under a previous agency with no clear attribution, broken UTM structures, and creative performance data that could not be trusted.
The mandate was straightforward: rebuild tracking from scratch, audit every running campaign, cut waste, and prove what actually works — all within the first 30 days.
Section 01
What we inherited.
The account looked active. The data said otherwise.
ROAS
1.11X
Barely above breakeven. Every dollar of ad spend returned $1.11 in revenue.
CPA
$54.95
Cost per acquisition was unsustainable for a DTC product at this price point.
Tracking
Broken
Legacy UTM structures were misattributing revenue across every creative. No reliable data to optimize against.
Section 02
What we built.
Three moves in the first 30 days. Each one compounded the next.
Rebuilt tracking from scratch
Every UTM parameter, every pixel event, every attribution path — audited and rebuilt so the data could be trusted before any optimization decisions were made.
Validated the top-of-funnel audience
Tested audience segments against actual purchase data. A Goop-adjacent, health-conscious luxury consumer emerged as the highest-performing TOF segment — not based on assumptions, but on conversion data.
Cut waste and reallocated to winners
Paused underperforming creatives that had been running unchecked. Shifted budget toward the campaigns and audiences generating real returns, not inflated metrics from broken tracking.
Section 03
Results at 30 days.
Same product. Same market. Different systems.
ROAS
CPA
52% reduction
Tracking
Clean
Rebuilt from scratch
Section 04
The winning campaign.
One campaign validated the audience, the creative angle, and the unit economics in a single sprint.
Taste Better Naked
97%
Week-over-week AOV lift
The Taste Better Naked campaign targeted the Goop-adjacent, health-conscious luxury segment that emerged from audience testing. It delivered the highest AOV growth of any campaign in the account — a 97% week-over-week lift that confirmed both the audience and the creative angle.
This is the top-performing TOF segment, validated by purchase data inside the first 30 days. Not a guess. Not a persona deck. Revenue proved it.
Work With Agency 6B
Your paid media should be a system, not a guessing game.
Agency 6B is a growth partner for founder-led businesses. We audit, rebuild, and run the paid media systems that turn ad spend into compounding revenue. If you need a strategic partner who reads the data before making decisions, let's start with The Fit.