Kradle
Applying Revamped Attribution and Precision Targeting to Reduce CPA by 90%
Kradle is a fast-growing pet wellness brand helping dogs live calmer, more comfortable lives through CBD-based products. As digital investment ramped up, early campaigns spent against hard-to-trust metrics: attribution was incomplete, cost-per-acquisition was too high, and strict CBD advertising policies limited optimization. Kradle needed reliable attribution to turn paid media into a dependable growth channel.
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
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 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
Results
- ›CPA fell 90% within the first three months
- ›Sales grew 14% month-over-month on more efficient media spend
- ›On-site conversion rate rose 4x, from 0.49% to over 2.0% at peak
- ›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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