How we rebuilt Nakedvice’s Meta account and brought in-store sales into view, taking incremental ROAS from 1.84 to 8.28 in 10 months.

Nakedvice is a Melbourne fashion label with a loyal following, a busy online store and boutiques in Abbotsford and Armadale. But when we first started working together in late 2025, their Meta ad strategy had two blind spots.

Online, and off.

Nakedvice’s digital infrustructure was split into so many tiny pieces (i.e. hyper-granular campaigns in ad accounts) that nobody could tell what was working.

As for offline? Store staff said things were busy. 

But could anyone prove Meta was behind any of it? No.

Our first plan of action was to fix both.

We tore the account down and rebuilt it into something Meta could learn from, then connected in-store sales back to Meta via CAPI for Offline – so every ad dollar could prove its full impact for the first time.

The result? A far more efficient account, a new international growth engine, and a client now confident enough to more than double its Meta investment within ten months.

Rewind to October 2025.

Nakedvice’s Meta account was (in the team’s own words) “all broken out.” 

Domestic campaigns were split by product category. Bags in one, shoes in another, apparel in a third. Advantage+ and retargeting each had separate campaigns. International didn’t run on Meta at all. It sat on Pinterest, split again by country.

Every campaign was too small and too siloed to show a clear pattern, so there was no reliable way to tell what deserved more budget.

International ads (run on Pinterest) wasn’t even measured against the same parameters as domestic! With performance scattered that widely, there was no clear read on what worked, and no reason to invest.

Then there were the stores.

Meta reporting only ever showed one side of the business – website purchases, website revenue and online ROAS. In-store sales were practically invisible.

Every dollar spent on Meta ads could only ever prove half of what it was doing, meaning Nakedvice never had real reason to invest in retail outcomes. There was also no way to know which ads got people through the door rather than just onto the website.

“It feels busy” doesn’t make for a strong business case, nor can it be considered bona fide return on investment (ROI).

Before Nakedvice could grow with confidence, it needed an account simple enough to learn from and measurement complete enough to trust.

Our total restructure (which we’ll spell out below) worked, and worked fast. 

In fact, improvements showed within a month of the rebuild. By August 2026:

• Incremental ROAS rose from 1.84 to 8.28 – which equates to a 350% uplift. Considering incremental ROAS is the cleanest read on the sales Meta actually caused, as opposed to sales that would have happened anyway.
• Cost per acquisition fell 67.43% signalling far greater efficiency. 

• International revenue grew 171% YoY, after moving international onto Meta away from Pinterest. This enabled Nakedvice to scale global spend 8.5x with efficiency holding steady, at an 11.09 ROAS (across nine international regions) by August 2026.

• Dedicated store campaign generated 9.84 offline ROAS.
• Black Friday and Cyber Monday sales, a month after the rebuild, ended up the brand’s biggest ever, with revenue up 25% YoY over the sale period.

Both initial paid ads blind spots were tackled via account restructure, then offline measurement.

Lots of moving parts, so we’ll break down fix by fix. 

Fewer campaigns, clearer lanes.

We took it back to basics. Instead of splitting campaigns by product category, we rebuilt the account around what each campaign does and which market it serves:

• Retargeting (i.e. abandoned carts)
• A dynamic product ads test
• A dedicated store campaign
• International, now on Meta

Fewer campaigns meant each one carried enough budget and data for Meta to learn quickly. It meant we could test properly, because one campaign format or creative style could now be compared directly against another.

We standardised reporting on 7-day-click attribution too, so results could be compared like-for-like across campaigns and over time.

More creative, not less.

A simpler structure doesn’t mean pulling back on creative. 

Instead of recycling a handful of ads, we moved to running 30+ ads live at once. They covered statics, Reels, dynamic product ads, “Back in Stock” messaging and sale creative – plus constant variations on what was already working with an always-on content bank to combat creative fatigue.

As our Strategy Director, Dylan, puts it: “Our performance skyrocketed the moment we had 30+ ads live at one time, and Meta's AI just pushed all of them in the right way.”

We also stopped separate collection and product ad sets for every sale.

Now, we attach the product catalogue directly and let Meta generate collection, carousel and dynamic versions automatically. That includes surfacing relevant products underneath video ads or as carousel tiles when they’re likely to lift conversions.

One campaign, eight countries.

International had been running on Pinterest, split country by country. We folded it into a single Meta campaign covering eight countries – which gave it one budget, one learning pool and the same measurement as domestic.

Our new outcome showed up quickly in Shopify, where international sales accelerated and finally matched what each ad platforms reported. 

Bringing stores into the picture.

In February 2026, we connected Meta’s Offline Conversions API to Nakedvice’s in-store point-of-sale system through Shopify. In layman’s terms? When someone buys in-store, Meta now knows about it.

We then built a dedicated store campaign around it. It targeted broad audiences within 5km of each boutique and was designed to isolate and prove the in-store effect. Offline tracking ran across every live campaign (incl. dynamic product ads, retargeting and sale activity).

That’s where our most useful insights came from.

Turns out, discount messaging like “Take a further 20% off” on selected styles, reliably drove people into stores as well as onto the site. We’d never have seen that without offline measurement. It now shapes a new creative push built specifically around sale stock.

Nakedvice’s previous roadblocks when it came to Paid Social ads were actually a matter of proof.

The account was too fragmented to show what was working, and half the business was invisible to it. Once both were fixed, the numbers spoke for themselves.

An incremental ROAS of 8.28, cross-border / international sales up 171%, and in-store transactions that could finally be credited our efforts on Meta.

If you’re still of the opinion that measurement isn’t that important as long as sales are rolling in, the truth is we couldn’t disagree more.

Budget follows evidence, creative follows what drives people to take action, and brand expansion can only happen when you’re confident in where (and how) to invest. Just ask Nakedvice!

We’ve since become experts in verifying just how much Meta is doing for brands. Tools like Meta’s CAPI for Offline, lift tests and live Advantage+ catalog ads are what our experts live and breathe on the daily, so if you’re keen to get this infrastructure set up for your brand too – and get results like Nakedvice – click here and speak to one of our experts today.