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How FW Beauty turned a 2.61x Meta ROAS into a 5.11x blended return with full-funnel email infrastructure
FW Beauty is a UK luxury skincare brand that improved the commercial return from Meta, Google and TikTok Ads by rebuilding its full Klaviyo email infrastructure around the customer lifecycle. Generate Agency created six email flows, aligned paid and retention under one strategy, and turned a 2.61x Meta on-platform ROAS into a 6.83x Shopify ROAS, contributing to a 5.11x true blended return across all paid channels in March.
OUR RESULTS
THE PROBLEM
FW Beauty had strong products, a clear brand story, and loyal customers, but the retention infrastructure was too basic for the level of paid acquisition the brand was running. People who clicked ads and did not buy immediately were often lost, and customers who had already purchased were not being brought back through a structured email system. The result was a common e-commerce problem: the brand was paying to acquire traffic it was not fully converting or retaining. Paid media was doing its job, but there was no full-funnel email layer underneath it to recover and compound that investment.
WHAT WE DID
1. Rebuilt the full Klaviyo email infrastructure
Generate Agency rebuilt or created six lifecycle flows across the customer journey: welcome series, abandoned cart, post-purchase, browse abandonment, win-back, and sunset, alongside campaign email management. Each was written and designed for FW Beauty’s brand voice rather than using generic templates.
2. Structured paid acquisition to feed the email funnel
Meta, Google and TikTok were each assigned a distinct role. Meta drove discovery and new customer acquisition, Google captured high-intent search demand, and TikTok supported awareness and top-of-funnel reach. All three channels drove traffic into a Shopify store backed by conversion and retention flows.
3. Managed paid and email from one commercial strategy
Instead of treating paid and email as separate programmes, Generate Agency ran both from the same strategic view. Budget decisions, campaign timing, creative testing, and email sends were coordinated so paid traffic and lifecycle email worked together rather than in isolation.
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THE RESULTS
Blended return
- £11,683 total ad spend across Meta, Google and TikTok in March
- £59,751 Shopify revenue in March
- 5.11x true blended ROAS across all three paid channels
Meta and email performance
- Meta reported 2.61x ROAS on-platform in March
- Shopify showed 6.83x ROAS from the same Meta traffic
- The gap between those two numbers showed the commercial impact of the email infrastructure recovering and converting paid traffic after the click
Conversion efficiency
- 964 purchases recorded in March
- £8.89 Meta CPA across the month
- The strongest Meta week reached 5.75x on-platform ROAS and 15.73x Shopify ROAS
- Best individual days reached Shopify ROAS above 55x
Revenue resilience
- In week 2 of March, Meta spend was £2,265
- In week 3, Meta spend dropped to £329, an 85% reduction
- Shopify revenue fell from £11,834 to £8,605, only a 27% decrease
- That gap showed email flows were absorbing the drop in paid spend and continuing to convert subscribers, abandoned sessions, and lapsed customers
Early proof before March
- The same pattern was already visible in February
- Meta-driven Shopify ROAS reached 8.27x, 7.93x, and 6.99x across the first three February snapshots
- Shopify performance was consistently higher than Meta’s own reported attribution before the March peak was recorded
FAQs
Why was Shopify ROAS so much higher than Meta ROAS?
Meta only credits conversions within its own attribution window. When a customer clicked an ad, left, then came back through an email flow and purchased, Shopify recorded the revenue but Meta often did not. That is why Meta showed 2.61x while Shopify showed 6.83x.
How do paid ads and email work together without conflicting?
They work best when treated as one funnel. Paid channels bring traffic into the store, while email captures people who do not convert straight away and brings them back through welcome, browse abandonment, abandoned cart, post-purchase, and win-back flows.
What does a full-funnel email programme include?
For FW Beauty, it included six lifecycle flows: welcome series, abandoned cart, post-purchase, browse abandonment, win-back, and sunset, plus campaign email management around launches and promotional moments.
Is email worth investing in for a skincare brand at this stage?
Yes. The March stress test showed this clearly. When Meta spend dropped 85% week on week, revenue fell only 27%, which showed that the email infrastructure was continuing to generate sales even as paid spend pulled back.
What was the commercial impact of integrating paid and retention?
The brand achieved a 5.11x true blended ROAS across Meta, Google and TikTok in March, while Meta traffic alone delivered 6.83x Shopify ROAS compared with 2.61x on-platform ROAS. That gap is the value of retention infrastructure working on top of acquisition.
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