Measurement foundation rebuilt
US acquisition programme
Tariff-adjusted efficiency
Ongoing optimisation
Channel performance
Where the spend actually moved.
Overview
THE CHALLENGE
The brand sold globally but couldn't trust the signals coming back from its biggest market. Browser privacy shifts and consent restrictions had eroded the measurement layer to the point where channel-level decisions were being made on partial data. Every optimisation call carried a question mark.
Layered on top of that was a moving policy backdrop. Tariff shifts across regions meant landed cost, and therefore the maths behind every acquisition decision, kept changing. The US programme in particular needed to scale through key retail windows while the unit economics themselves were being repriced.
The brief was not a one-quarter fix. It was to stabilise the foundation, grow acquisition on top of it, and keep the approach honest as conditions kept moving.
Tom and Hayley are amazing to work with. They are both very responsive, willing to workshop, offer suggestions, and pivot as required. They are also willing to work with us on tight turnarounds when required, which is greatly appreciated. It truly feels like a team effort.
Casey-lee Lyons, Marketing Manager, All Things Golden
THE APPROACH
How the engagement was structured.
We started with the measurement layer. Server-side tracking was rebuilt alongside consent handling so that the data flowing into every channel platform reflected what was actually happening on site, not what a fragmenting browser environment was prepared to share. This wasn't a cosmetic upgrade. It was the precondition for every acquisition decision that followed.
Paid social and paid search were then rebuilt against the clean signal. Region-specific structures separated US demand from the rest of the world so that bidding, creative and budget moved in response to the market actually being served. Archive ads and evergreen creative let prior learnings build rather than resetting the algorithm every cycle. Peak US moments were planned as discrete programmes with their own creative slates, audience structures and pacing rules.
Tariff response was treated as an acquisition input, not a finance problem. As landed cost moved, we re-modelled target efficiency by region so paid spend kept chasing real margin, not nominal revenue. Trade-level conversations stayed close to the operational work: what we were seeing in the data fed directly into how the brand priced, promoted and prioritised inventory across regions.
Acquisition and measurement moved as one. The team measured what it bought, bought against what it measured, and adjusted both as the operating environment shifted.
ALL THINGS GOLDEN · IN THE ROOM
Inside the engagement.
The working moments behind the numbers.
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THE OUTCOME
The measurement rebuild reset the floor under every channel decision. With trustworthy signal flowing back into the platforms, paid acquisition compounded across quarters rather than starting from scratch each cycle. The US programme grew through its key retail moments and held efficiency through tariff-driven cost movements that would have broken a less responsive setup.
Since partnering in early 2025, the brand has moved from running global acquisition on degraded data to operating a measurement-led acquisition programme that absorbs policy shocks, reads regional demand cleanly, and keeps pace with where the business is actually going.
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