Kradle

Applying Revamped Attribution and Precision Targeting to Reduce CPA by 90%

How we helped Kradle turn paid media into an efficient, scalable growth channel

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data-Driven Results

90%

Reduction in CPA within
the first 3 months

14%

Month-Over-Month
sales growth

4x

Increase in On-Site
Conversion Rate

Rebuilding the Foundation for Scalable Growth

Kradle is a fast-growing pet wellness brand helping dogs live calmer, more comfortable lives through CBD-based products.

As the brand ramped up digital investment, paid media became a critical growth lever. Early campaigns generated spend, but performance was difficult to trust. Attribution was incomplete, cost-per-acquisition was too high, and strict CBD advertising policies limited optimization. The team needed clearer insight into what was driving results – and what wasn’t.

The challenge was to reset the foundation: establish reliable attribution, enable compliant targeting, and transform paid media into a dependable growth channel.

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Goals & Objectives

  • Establish clear attribution across paid channels
  • Reduce CPA without sacrificing sales momentum
  • Identify scalable, CBD-compliant audience and creative strategies
  • Improve on-site conversion and repeat purchase

Campaign Plan

We started by fixing the foundation first – ensuring every dollar spent could be measured, analyzed, and optimized.

Attribution & Measurement Reset

  • Implemented a consistent UTM tracking framework across all campaigns
  • Validated pixels and tags to support remarketing and conversion tracking
  • Configured Google Analytics and Google Tag Manager around core KPIs
  • Created a real-time performance dashboard and weekly insights reporting

Paid Media & Audience Strategy

  • Launched and scaled campaigns on The Trade Desk, Google, and Meta within CBD advertising guidelines
  • Built high-intent audiences using site visitors, lookalikes, and CBD-friendly segments
  • Tested creative and messaging to identify top-performing combinations

Conversion & Retention Optimization

  • Introduced programmatic display to expand reach and support remarketing
  • Built a robust remarketing audience that drove the majority of display conversions
  • Refined product pages to reduce friction and improve conversion rate
  • Launched email journeys to support repeat purchase and retention
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Results

With a clear measurement foundation and disciplined media execution in place, Kradle saw meaningful gains in efficiency and performance.

  • 90% reduction in CPA within the first three months
  • 14% month-over-month sales growth driven by more efficient media spend
  • 4x increase in on-site conversion rate, from 0.49% to over 2.0% at peak performance
  • Millions of programmatic impressions delivered, exceeding CTR and CPC benchmarks
  • Remarketing became a primary driver of display conversions

Key Takeaway

Efficient growth doesn’t come from spending more – it comes from knowing what works. By rebuilding attribution and pairing it with compliant targeting and conversion optimization, Kradle turned paid media into a reliable, scalable growth channel.

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