By optimizing not just for direct conversions but also for indirect and assisted conversions, we built a more strategic and efficient media mix. We leaned into upper- and mid-funnel social campaigns, fully leveraged the Google Ads ecosystem, and tested programmatic channels to unlock key learnings. These insights allowed us to scale more effectively — driving new customer acquisition while deepening engagement with existing customers. By forecasting media performance against these results, we also established clear reporting frameworks across organic, email, and SMS, too. Importantly, we identified and optimized away from channels that drove higher product return rates, ultimately improving net revenue and customer retention.