How Cross Globe Marketing turned ₹1.38 Cr in ad spend into a repeatable revenue system for Muditam Ayurveda — a five-month look at prospecting, retargeting, and retention media working together to drive ₹5.37 Cr in total store sales.
Muditam Ayurveda sells ayurvedic health supplements direct-to-consumer in India — blood sugar support, liver health, gut health, men's stamina, and related wellness categories sold on Shopify. It's a crowded, high-intent, high-consideration category: customers research heavily before buying, and repeat purchase behaviour matters more than any single sale.
CGM's mandate across Meta was straightforward to state and hard to execute: build enough new-customer volume to feed the business, without letting acquisition costs erode margin — and turn every first-time buyer into a repeat one.
This case study covers Meta Ads and Shopify store performance from January 1 – May 31, 2026. Google Ads data was excluded — it covers a different, non-overlapping reporting window and represented a small fraction of total spend in that period.
All figures below are pulled directly from Meta Ads Manager and Shopify Analytics for the stated period. Nothing here is modeled or estimated — it's what the platforms reported.
Jan 1 – May 31, 2026 · Meta Ads + Shopify store data
Meta spend represented roughly 26% of total store sales in this period — a healthy, sustainable paid-media share, not a business propped up entirely by ads.
A single blended ROAS of 1.60x tells you almost nothing about whether a media strategy is working. Broken out by funnel stage, the picture is exactly what a healthy acquisition-to-retention system should look like: wide, deliberately less-efficient prospecting at the top, and sharply profitable retention media at the bottom.
Prospecting carried the bulk of spend — reaching 1.42 Cr accounts and serving 9.36 Cr impressions — because that's the layer that feeds every other stage. Without it, the retargeting and retention pools run dry within weeks.
Reading it as one number (1.60x) makes the account look average. Reading it by stage shows a deliberate machine: acquire wide, then monetize the audience you've built at 3–5.6x for months afterward.
Cohort retention data across six monthly cohorts (Dec 2025 – May 2026) shows a consistent pattern: 10–15% of new customers return within the same month of acquisition, climbing slightly in Month 1 before decaying over the following months — the exact window CGM's retention campaigns are built to intercept.
| Cohort | Customers | Month 0 | Month 1 | Month 2 | Month 3 |
|---|---|---|---|---|---|
| Dec 2025 | 2,231 | 14.6% | 14.4% | 9.1% | 7.6% |
| Jan 2026 | 2,844 | 14.0% | 13.7% | 11.1% | 7.8% |
| Feb 2026 | 2,518 | 13.7% | 15.7% | 11.1% | 7.0% |
| Mar 2026 | 4,471 | 10.3% | 12.2% | 9.0% | — |
| Apr 2026 | 5,519 | 9.5% | 11.5% | — | — |
| May 2026 | 3,648 | 11.5% | — | — | — |
This is why the 180-day purchaser retention campaign (5.62x ROAS) sits at the center of the strategy — not as a side campaign, but as the mechanism that captures the repeat-purchase window this cohort data confirms is real and consistent, cohort after cohort.
Checkout conversion held at 46.5% (session → purchase) throughout the period, and average order value stayed stable around ₹1,750 — signs the funnel below the ad click was doing its job just as consistently as the media above it.
Five months, 327 ad sets, and 2,828 individual ad variations went through the account — organized into broad creative "packs" tested against prospecting, scale, and retargeting audiences simultaneously.
₹27.5L spent, 2,501 purchases, reached 66.8L accounts at 1.02x — the primary top-of-funnel volume driver.
₹4.57L spent for 1,873 purchases at 5.62x ROAS — the highest-return segment in the account.
₹2.21L spent, 767 purchases, 3.81x ROAS — consistent mid-funnel harvest of on-site intent.
Search-term data guided ongoing negative-keyword and audience-signal refinement across 69,000+ query rows reviewed.
This isn't a highlight reel of one good week. It's five months of consistent, layered execution.
Every campaign has a defined job — acquire, retarget, or retain — and is judged against that job, not one blended number.
2,828 ads across 327 ad sets in one account — enough signal to find winners, not guesses dressed up as strategy.
Repeat-purchase campaigns aren't an afterthought — they're built around real cohort data and consistently outperform net-new spend.
Ayurvedic health and wellness is a trust-driven, research-heavy category — messaging and targeting reflect that, not generic D2C templates.
Every number in this report is traceable to Meta Ads Manager or Shopify Analytics — no modeled projections, no cherry-picked windows.
Knowing when a 1.05x prospecting campaign is healthy — and when a 5.6x retention campaign deserves more budget — is the actual job.
This is what five months of disciplined, full-funnel media management looks like for a D2C health & wellness brand. If your account needs the same layered approach — prospecting that feeds retargeting, retargeting that feeds retention — let's talk.
