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Why first-purchase ROAS lies in supplement D2C — and what to optimize for instead.

ROAS is a single-purchase metric. Wellness is a multi-purchase business. Here's the cohort model that breaks the lie.

Albert Lie

Co-Founder · Aug 4, 2025 · 10 min read

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See what’s hiding in your ad account.

Three specific spend leaks, named

One move you can ship next week

Your real CAC, traced honestly

“Most agency audits are templated — they ship the same 12 slides to every account. Ours don’t. Every teardown is custom-cut to your funnel, your spend, your category.”

Albert Lie

Co-Founder

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Trusted by 200+ growth teams

Why first-purchase ROAS lies in supplement D2C — and what to optimize for instead.

More field notes from the bench.

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Why attribution is broken in 2025 — and the four fixes that work.

See what’s hiding in your ad account.

Why first-purchase ROAS lies in supplement D2C — and what to optimize for instead.

More field notes from the bench.

Creator attribution without the spreadsheets — what actually works.

Why attribution is broken in 2025 — and the four fixes that work.

See what’s hiding in your ad account.