Two platforms. One view. Spend that shows what it sold.Two platforms. One view. Spend that shows what it sold.
We run your Meta and Google campaigns and make the creative behind them, from one view of both accounts. Wasted spend gets found, the creative that produces purchases gets backed, search gets scaled where it pays, and the numbers are reported the way the platforms report them.
See the Covera story
Covera · Meta cost per purchase
79
−21% betterfrom 100
Index, March 2026 = 100 · to 13 May
Published with Covera's permission. Platform-reported, indexed.
The purchase funnel
An impression is not an order. Every step between is where spend leaks.An impression is not an order. Every step between is where spend leaks.
Selling online runs on a short, unforgiving chain: the ad is seen, clicked, a product goes in the cart, an order is placed, and the customer comes back or does not. We work on every link, and we measure each one the way the platform reports it.
- Acquire
Impression
- Where it can leak
- Campaigns with weak creative can run for weeks with click-through rates under 2% and nobody watching.
- What we do
- Creative research by category, prospecting and retargeting on Meta, search and shopping on Google, each campaign named so the whole account reads as one.
- Acquire
Click
- Where it can leak
- Clicks that never reach a product page cost the same as clicks that do.
- What we do
- Landing pages and product pages matched to the ad that sent the visitor, and click-through watched campaign by campaign.
- Operate
Add to cart
- Where it can leak
- Cost per add-to-cart drifts up quietly when creative and audience stop fitting.
- What we do
- Add-to-cart cost tracked beside cost per purchase, so a rising cart cost is a creative signal, not a surprise at month end.
- Measure
Purchase
- Where it can leak
- Spend spread across campaigns on two platforms, with no single view of which ones produced orders.
- What we do
- Cost per purchase and conversion value reported for both platforms in one view, with low-signal campaigns paused and budget moved to the ones producing orders.
- Measure
Repeat
- Where it can leak
- Frequency climbs, the same people see the same ads, and the account looks fine until it does not.
- What we do
- Frequency read as a rotation signal, new creative tests built from what sold, and purchase signals sent back to the platforms where supported.
Meta and Google, read together.Meta and Google, read together.
Most D2C accounts run both platforms and read them separately. We keep one view across the two, so budget moves to where the purchases are, not to whichever report was opened last.
Meta
Prospecting, retargeting and messaging campaigns.
- Cost per purchase
- Click-through rate
- Add-to-cart cost
- Frequency, as a rotation signal
One view
- Wasted spend found and paused
- Creative backed by category
- Budget moved to what sells
- Purchase signals back, where supported
Google Ads
Search and shopping, where intent already exists.
- Conversion value against spend
- Conversions
- Search Impression Share
- Campaigns worth more budget
- Platform-reported purchases and conversion value are not collected revenue. Cancellations and returns happen after the order.
- An index (first month = 100) keeps absolute spend and revenue private while still showing direction.
- A partial month is reported as a partial month, never scaled up.
D2C client work
From spend leakage to precision growth.From spend leakage to precision growth.
Covera is an inclusive fashion brand: swimwear, nightwear, activewear and lingerie at affordable prices, built for young adults and families. Campaigns ran on Meta and Google at the same time, but decisions relied on manual reports and guesswork. Here is what changed in ten weeks.
- Period
- 1 March to 13 May 2026
- Market
- India, INR
- Platforms
- MetaGoogle Ads
Where Covera started
- UnwatchedUndetected spend leakageNo real-time cost-per-acquisition monitoring. Weak campaigns ran unchecked, and no one could see which ones.
- Gut feelCreative decisionsVibrant, fashion-forward creative, but finding which hooks and formats drove purchases needed slow, manual pulls.
- Below 30%Cross-platform blind spotMeta and Google ran in silos. Search Impression Share on key campaigns was below 30%.
Ten weeks, four moves
- March 2026, week 1Audit across both platformsThe first full cross-platform audit showed five active campaigns with click-through rates below 2% and a fragmented naming structure. For the first time the whole account was in one view.
- March, weeks 2 to 4Act on wasted spendWasted-spend analysis found Meta campaigns with poor return signals, and the team paused them. On Google, campaigns below 25% Search Impression Share were flagged for budget reallocation. March became the baseline to beat.
- April 2026Back what works, scale searchCreative analysis showed swimwear-focused top-of-funnel campaigns produced the strongest purchase signals, so a swimwear creative test launched on 27 April. On Google, one campaign's Search Impression Share rose from 25% to 44% and two new campaigns were added.
- May 2026, 1 to 13Efficiency buildsMeta cost per purchase fell 21.4% below March. A loungewear creative test launched on 13 May, built from the creative analysis. Google's top campaign held a Search Impression Share above 90%.
What changed
Meta cost per purchase
79from 100
21% lower
Index, Mar = 100, to May 1–13
Meta click-through rate
4.77%from 4.06%
Mar to May 1–13
Google conversion value
207from 100
+107%
Index, with spend at 118, Mar to Apr
Search Impression Share
55.6%from 25.1%
Up from 25.1% on one campaign
Mar to May 1–13
Meta cost per purchase
| Period | Cost per purchase |
|---|---|
| Mar | 100 |
| Apr | 84 |
| May 1–13 (Partial month) | 79 |
Google conversion value against spend
| Period | Ad spend | Conversion value |
|---|---|---|
| Mar | 100 | 100 |
| Apr | 118 | 207 |
Search Impression Share, one Google campaign
| Period | Impression share |
|---|---|
| Mar | 25% |
| Apr | 44% |
| May 1–13 | 56% |
D2C brands we've worked with
Relationship credibility, not results. Figures are published only for Covera, with permission.
Back the creative that sells, by category.Back the creative that sells, by category.
Fashion-forward creative is not the problem. Knowing which categories, hooks and formats produce purchases is. We read creative by category against purchase signals, then test the next set from what the numbers said.
- ReadCreative analysed by category against purchase signals, not likes.
- BackBudget consolidated behind the categories producing orders; low-signal sets paused.
- TestThe next creative test built from the analysis, launched on a date, read against the same signals.
- RotateRising frequency treated as the cue for the next test, before performance slips.
Fair questions from D2C founders
We've had an agency before.
Then you know what a report that stops at clicks feels like. Ask us for the view we keep: both platforms, cost per purchase and conversion value side by side, and what we paused and why. The audit shows you that view on your own accounts.
Can you guarantee a ROAS?
No, and no honest agency can. Results depend on your product, price, margin, creative, stock and the market. We commit to the agreed process, to reporting the platforms' numbers as they are, and to moving budget to what the numbers support.
Will you understand our products?
Creative research starts with your categories, your customers and the hooks that already sell. The first test set comes from that analysis, not from a template. The audit is a fair place to judge whether we understand yours.
Two platforms is twice the fee.
Two platforms read separately is where spend leaks. The point of one view is that budget moves between Meta and Google on purchase signals, which is cheaper than running each in its own silo.
Who this is for
Minimum ad spend
₹50,000a month
Your advertising budget on Meta and Google, not our fee.
A good fit
- Direct-to-consumer brands selling online, with stock and margin to scale what works
- A founder or growth lead who will be part of the audit and the creative decisions
- Campaigns already running on Meta or Google, or ready to start on both
Not yet a fit
- Brands below the minimum spend, where the economics rarely support this way of working
- Anyone looking for a ROAS guarantee
- Marketplace-only sellers with no store of their own
See both platforms in one view, starting with the audit.See both platforms in one view, starting with the audit.
A free review of your Meta and Google accounts: where spend is leaking, which creative is producing purchases, and whether you can see what each platform sold, using the information available to us.
Book a Free Growth AuditPrefer to talk first?Message us on WhatsApp (opens WhatsApp)