% Arabica - Full-Funnel Marketing

The Situation

In late 2025, % Arabica brought all of their marketing under a single point of ownership. The opportunity was to run paid and owned channels as one connected system — Google Ads, Meta, and Klaviyo email — so every decision, from spend to creative, worked toward the same growth goal.

Full Visibility Across Every Channel

First priority: bring every channel under one roof and build a source of truth that could tell you what was actually working — not what any single platform claimed.

What we did

• Audited Google Ads and refocused spend on the highest-intent demand rather than spreading it thin
• Investigated the Meta account — already live but running without real attention — and rebuilt it into a reliable conversion channel
• Split Facebook and Instagram into separate efforts, because each platform needed drastically different creative to perform
• Treated email as part of the same growth system, growing the owned audience alongside paid

The dashboard

The real advantage wasn’t operating three channels — it was seeing them all at once.

I built a custom business insights dashboard that pulled data from Google Ads, Meta Ads, Klaviyo, Shopify, and Google Analytics into a single view. By using Google Analytics as the source for shared attribution, every channel received credit for its actual contribution — not just the last click, and not just the numbers a platform reports to make itself look good.

This gave a platform-agnostic picture of performance. It also meant email marketing got the attribution it deserved — a factor that is routinely overlooked but often makes the difference between a campaign that looks profitable and one that actually is.

That unified view of what was truly driving growth is what steered the strategy in the right direction — campaign by campaign, ad set by ad set, ad by ad.

Creative alignment

With full visibility into what was performing, creative stopped being an expense and became a lever. Video led the way — built platform-native and tested continuously. Matching the right creative to the right platform and audience, with the dashboard confirming what worked, turned scattered creative into a deliberate engine.

What happened

• Paid spend roughly doubled over six months while efficiency held steady
• Google became the primary growth engine, scaling without sacrificing return
• Meta’s cost per purchase fell by more than half over nine months; monthly conversions roughly tripled
• Email revenue nearly doubled as the list grew organically