Facebook Incremental ROAs for BistroMD


Designed by nutritionists, BistroMD is a weekly delivery subscription meal service that contains high-quality ingredients for healthy lifestyles.

BistroMD wanted to understand the incremental lift of prospecting on Facebook and Instagram so they could shift spend across media platforms to drive the most value.


Operam set up a 4-week conversion lift test on prospecting audiences. These groups are considered the coldest of users. Although we were driving a 5x acquisition ROAS on Facebook and Instagram, we knew that platform metrics were not always indicative of incremental sales.

  • Our prospecting campaign drove an incremental ROAS of 1. For every dollar spent on prospecting audiences, BistroMD made a dollar back the same week.
  • For every week a customer subscription did not churn, the LTV increased and CAC decreased.
  • Every week that passed showed exponential revenue growth.
  • It was likely BistroMD gained even better value from its prospecting spend from users who fell outside the 7-day click/1-day view attribution window.







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