Case study: Save a Playa
Marketing attribution platform
ROAS Link ties every order to the Meta campaign that paid for it and shows the real return next to the number Meta reports, campaign by campaign. At Save a Playa, over the last 30 days: 2.29x total ROAS on real orders and 5.68x MER on an account that started at 1.6x, against a 1.54x median for beauty brands. A frontier model recommends, a senior human decides.
The challenge
1.54x
is the median Meta Ads ROAS for beauty brands, personal care included, against a 1.88x median across all of e-commerce. Source: Triple Whale, Facebook Ad Benchmarks by Industry, updated 18 August 2026 (40,000+ brands, August 2025 to July 2026, Meta-reported ROAS).
Beat the industry’s ROAS, and not by a little.
The industry numbers are blunt: a beauty brand gets back 1.54 dollars for every dollar it spends on Meta, below the 1.88 median of e-commerce, and the number is falling year over year. Worse, it is Meta’s own number. The platform attributes every sale it can claim and never sees the order that closed on WhatsApp or the customer who came back through the link in bio, so the ROAS in the ad manager and the ROAS in the bank account are two different figures.
Save a Playa, a natural deodorant, sat at that industry level: 1.6x. The brief to Ozone was to know the real number first, matching every order to the campaign that paid for it, and then to move it well above the category with a weekly decision loop on the reconciled data. That challenge became ROAS Link.
Results
47% above the beauty median on Meta’s own measure, and still above it on the store’s.
Total ROAS on real orders
2.29x
MER: store revenue ÷ Meta spend
5.68x
What we built
Six things Meta’s ad manager cannot tell you.
A nightly sync of the Meta Marketing API against your store’s orders, on any CMS or custom-built store, with Gemini reading every creative and Claude reading the account. One deployment per client, its own database, nothing shared.
True ROAS, campaign by campaign
Every campaign, ad set and ad syncs nightly; each row's revenue is replaced by the store orders whose UTM matched it. Unmatched rows are disclosed, not hidden.
WhatsApp sales credited to the ad that started them
Orders closed on WhatsApp carry no UTM, so Meta never sees them. They are pulled per campaign and per creative, split by where the order closed, never double-counted.
New-customer ROAS
Repeat purchases are subtracted per campaign, ad and source. NC-ROAS is the return from first-time buyers only, plus a buyer split by gender, city and hour.
Where every dollar landed
Store revenue reconciled bucket by bucket: Meta campaign, WhatsApp, link in bio, other UTMs, none. With MER, sales by source, and a daily trend against your breakeven.
An AI that watched every ad
Gemini watches each ad and writes a structured reading: transcription, on-screen text, storyboard, hook. Top creatives ranks ads with delivery metrics and the asset.
Built for Claude to read
A 22-tool MCP server hands the reconciled account to Claude: campaigns, ads, daily series, deep dives, creative library. Two workflows turn it into copy and video timelines.
See it on a real store first.
Save a Playa: brand, WooCommerce store, 205,000+ orders, and the ad account every figure on this page comes from.
What it means for you
Hire the developer, and the platforms come with an open license.
In the agentic era e-commerce companies need a solution tailored to their own store to get ahead of the industry’s average metrics, not another tool with the same defaults as everyone else.
Full-time developer
$3,900
160 hours a month, month to month
One senior full-stack developer, exclusively yours, on US time.
An open license to all three platforms: ROAS Link, Revive and Second Order. Source code, database schema and prompts, yours to change while the seat runs.
Your developer starts from the running platform: the Meta Ads API sync, the order match by UTM, the weekly decision loop and the creative workflow, shaped to your account.
Part-time developer
From $2,500
80 hours a month, month to month
One senior full-stack developer, on your hours, on US time.
An open license to one platform of your choice: ROAS Link, Revive or Second Order, with the same terms.
The right seat for a store that wants its real ROAS on the table before adding the rest.
Keep it after the seat
$900
a month, flat
The ROAS Link core with its updates, and every customization made for your account, kept running on our server or yours. Hosting and support included. No development hours; when you need them, $60 an hour. Month to month.
Not sure which platform to start from, or which seat? Book a call and we will tell you, or tell you that none applies.
Both seats: one month minimum, paid in advance via PayPal or Payoneer, no recruiting fees, cancel any time after the first month.
Getting started
The real number is on the table by the end of week one.
Your developer operates as an extension of your team, tailoring any required functionality on the fly through their Slack rotation. Nothing is written back to your ad account or your store at any stage: the platform reads, a person decides.
Week one
We connect the Meta Ads API to your ad account with read access only, wire the order connector to your store, WooCommerce or any other CMS, set the UTM convention on your ads, and run the first nightly sync into a database dedicated to your account. By the end of the week you see Meta's ROAS next to the ROAS on matched orders, campaign by campaign, with the unmatched rows disclosed rather than hidden.
Week two
WhatsApp orders are credited to the ad that started them, repeat purchases are subtracted to get new-customer ROAS, and store revenue is reconciled bucket by bucket against your breakeven. Gemini reads every creative in the account, and the first weekly decision loop runs on the reconciled data: a frontier model recommends scale, hold or stop for each campaign, a senior person takes the call.
Week three onward
The MCP server hands the reconciled account to Claude, and the creative workflow starts producing DaVinci Resolve timelines and image prompts from your own footage and reviews. From here the developer shapes the platform to your account: a new order source, a breakeven per product line, or the report your team asked for on Slack that morning.
Questions
What is a marketing attribution platform?
A platform that ties every order in your store to the campaign, ad set and ad that paid for it, and shows the return next to the number the ad platform reports. ROAS Link is that platform: it syncs every Meta campaign nightly through the Meta Ads API, reads the UTM on every order, and reports true ROAS, total ROAS with WhatsApp sales included, new-customer ROAS and MER, campaign by campaign. One deployment per client, its own database.
Is 2.29x a good ROAS, and what is the industry average?
The median Meta-reported ROAS for beauty brands is 1.54x, against 1.88x across e-commerce (Triple Whale, 40,000+ brands, August 2025 to July 2026). Save a Playa started at 1.6x; over the last 30 days it ran at 2.29x total ROAS on real orders and 5.68x MER, measured on 18 September 2026. One store’s result, dated, not a guarantee for yours.
Is our ad spend enough for this to make sense?
Every figure on this page comes from an account that spends every day on Meta and closes part of its sales on WhatsApp, where the pixel cannot see them. The platform earns its seat by matching every order to the campaign that paid for it and running a decision loop on that data every week. If you run a handful of campaigns and every sale closes on the website, Meta’s own number is close enough and a person can read it. If you are not sure which side you are on, book the call and we will tell you.
Why is the ROAS Meta reports different from the real one?
Meta counts every sale it can attribute, including view-through conversions and overlapping audiences, and never sees the order that closed on WhatsApp or the customer who came back through the link in bio. On the last 30 days at Save a Playa the pixel credited 668 purchases and the UTM match found 545: Meta 2.27x, real web 1.85x, and 2.29x once the $7.9M closed on WhatsApp is counted. The dashboard shows all three side by side.
How are budget decisions made, and who makes them?
A built-in workflow passes the reconciled data of the last 7 and 30 days to a frontier AI model, which returns quick wins and a scale, hold or stop recommendation for each campaign. A senior marketing performance professional takes the final call; nothing is changed in the ad account by the platform. It reads campaigns, ads, metrics and orders, and writes nothing back to Meta or to your store.
What does the creative workflow deliver each week?
A set of DaVinci Resolve timeline files and image prompts for Higgsfield, built on the store’s design system. The workflow combines the reconciled results of the last 7 and 30 days, the ad creative library (more than 1,200 clips with real actors, extracted as JSON) and the positive customer reviews (also JSON), and runs them through a frontier model to produce the clips, images and ad angles that are working best.
What do we need on our side, and does it have to be WooCommerce?
Three things. Read access to your Meta ad account, with credentials encrypted at rest. A store that can send an order webhook with a UTM on it: the connector ships for WooCommerce as is, and your developer adapts it to any other CMS or custom-built store, which adds time to week one. And one person on your side who runs the ads today and takes the weekly call on the recommendations. Your data lives in a PostgreSQL database dedicated to your account, hosted on Railway, not shared with other brands.
Can we license ROAS Link without hiring a developer?
No. There is no SaaS tier and the platform is not sold on its own. The 2.29x on this page did not come from defaults. It came from a developer wiring the connector to one store’s orders, setting the UTM convention on its ads, tuning the breakeven to its margin, and reading the reconciled account every week. A tool with the same defaults as everyone else gets the category’s 1.54x. The seat is the shaping; the license is what the seat comes with.
Is the seat price the whole cost?
The seat is the developer’s hours: $3,900 for 160 a month, or from $2,500 for 80, month to month, no recruiting fees. The server your deployment runs on is included. Three things are not, and sit on your own accounts in your name: your Meta ad spend, and the Gemini and Claude API keys the platform reads creatives and the account with, billed by their providers to you. Keeping them in your name means your ad data and your spend never pass through ours.
What does the open license cover, and what happens when the seat ends?
While the seat runs, you hold the source code, the database schema and the prompts, and your team can change any of them. A full-time seat includes all three platforms; a part-time seat includes one of your choice. If you end the seat, you keep everything: the core of ROAS Link and every customization made for your account stay in your deployment, running where they are. Keeping it running is a flat $900 a month, month to month, covering the codebase with its updates, the server, and support by ticket. It includes no development hours; those are $60 an hour when you need them. Past about 26 hours a month the part-time seat is cheaper, and the license folds back into it.
What are the terms?
Both seats: one month minimum, paid in advance via PayPal or Payoneer, no recruiting fees, cancel any time after the first month. The platform reads your ad account and your store and writes nothing back to either. The full terms, including the open license and what happens when a seat ends, are on the Terms and Conditions page.
Which platform should we start from?
Book a call and we will tell you which seat and which platform fit, or that none applies.
In the agentic era, the industry average is the floor.
E-commerce companies need a solution tailored to their own store to get ahead of the industry’s average metrics, not another tool with the same defaults as everyone else.
Part time from $2,500 a month (80 hours, one platform of your choice) or full time at $3,900 (160 hours, all three platforms), on US time, month to month, no recruiting fees.