The Challenge — Plateaued ad efficiency, dormant email list
Dot & Key had product-market fit and a healthy ad budget, but Meta ROAS was stuck at 1.8×. The 45,000-strong MailChimp list had zero automated flows. Mobile CVR was 30% below industry average for skincare. Every quarter the founders watched paid CAC creep up while owned-channel revenue stayed flat.
Audit Week — finding the leaks
Meta Pixel was firing on only 60% of purchases due to iOS 14.5 + ad-blockers. Conversions API was not installed, so the algorithm was learning from 40% of the truth. MailChimp had a 45K list but the welcome series was a single email from 2021. Browse abandonment, win-back, post-purchase — none of it existed.
The stack we shipped
Server-side analytics + a real Klaviyo flow stack. Same ad budget, materially more output.
- Meta Pixel + Conversions API
- Google Tag Manager (server-side)
- Klaviyo
- Shopify
- Looker Studio
- Hotjar
- Triple Whale
Solution — CAPI + Klaviyo (Weeks 2–8)
Installed Conversions API server-side with deduplication so Meta finally saw 96% of purchase events. Restructured Meta into a 3-layer funnel (broad prospecting → MOFU retargeting → BOFU cart abandoners). Migrated MailChimp → Klaviyo with proper segmentation and shipped 5 flows: welcome, abandoned cart, post-purchase, browse abandonment, and win-back.
₹6 lakh a month from email automation that runs itself. Meta ROAS more than doubled the moment they fixed our Conversions API. We should have done this two years ago.
— Suyash Saraf, Co-founder, Dot & Key
Results (90 days)
Meta ROAS: 1.8× → 4.1× (+128%).
Email revenue: ₹0 → ₹6.2L/month from automation.
CAC: down 54% on Meta.
Pixel match quality: 4.2 → 8.7 (out of 10).