Meta's best-performing audience segment returned 5.62x ROAS through retention — more than 5x the return of cold prospecting — while new-user revenue grew 70% for Muditam Ayurveda.
Muditam Ayurveda is a Delhi-based D2C Ayurvedic wellness brand selling doctor-formulated supplements for diabetes, liver, and metabolic-health customers across India, with 80,000+ customers and 8,000+ verified reviews.
CGM's mandate on Meta was to grow new-customer revenue while proving out which audience segments — cold prospecting, retargeting, or retention — actually earned their spend, rather than reporting one blended account-wide ROAS.
Over the reporting window, Meta became a channel where CGM could show, segment by segment, exactly what was earning its budget — not just an overall number.
Session, new-user, and revenue figures are from GA4, comparing 19 May–16 Aug 2026 against 18 Feb–18 May 2026 on a 120-day attribution basis. ROAS-by-audience-type figures on this page come from Meta's own platform reporting for 1 Jan–31 May 2026 (campaigns running since Nov 2025) — a different, non-blended window — shown separately rather than combined.
19 May–16 Aug 2026 vs 18 Feb–18 May 2026 · GA4 Paid Social + Meta Platform Report
The blended 1.60× hides the real story — segment-level reporting below shows a 5x+ spread between the account's best and weakest audiences.
Meta platform reporting, 1 Jan–31 May 2026:
Retention outperforms everything else in the account — but Cold Prospecting still received the largest single share of spend (₹58.85L), because it's what feeds every other audience on this list.
Cold Prospecting's true 1.05× ROAS is reported here, not blended into a flattering account-wide number — it's necessary top-of-funnel spend, and honest reporting is what lets us decide how much of it the account actually needs.
Muditam's storewide repeat-purchase cohort data (Shopify, Dec 2025–Apr 2026) — the actual customer base the 5.62× retention segment is built from.
| Month | Returners | Return Rate | Cohort Size |
|---|---|---|---|
| Dec 2025 | 321 | 14.4% | 2,231 |
| Jan 2026 | 390 | 13.7% | 2,844 |
| Feb 2026 | 396 | 15.7% | 2,518 |
| Mar 2026 | 547 | 12.2% | 4,471 |
| Apr 2026 | 632 | 11.5% | 5,519 |
Cohort size grew from 2,231 to 5,519 between December and April — a larger and larger pool feeding the retention audience that returns 5.62× ROAS, which is exactly why that segment keeps outperforming.
The through-line: prospecting fuels the funnel, retention earns the return — and every segment is reported at its true number.
The 180-day retention audience is the single highest-performing segment, built off a growing repeat-customer cohort.
ICATC (in-cart-add-to-cart) retargeting converts people who already showed real purchase intent.
Reported at its real number, not blended to look better — this is the top-of-funnel investment every other segment depends on.
Prospecting campaigns tested through 8 separate creative variants ("Broad Pack 01–08") to find what earns cold attention.
What running this account proved about CGM's approach to paid social.
1.05× prospecting sits right next to 5.62× retention — the full spread, not a smoothed-over blend.
We built and prioritized the audience that ended up outperforming everything else in the account.
Cold spend isn't cut for a low ROAS alone — it's evaluated by the retargeting and retention pools it creates.
Paid Social worked alongside Paid Search and SEO in the same account strategy, not as a siloed report.
GA4 and Meta platform reporting run on different windows here, and we say so instead of blending them.
Every stat in this case study traces back to GA4 or the Meta platform report.
If your Meta account's blended ROAS looks fine but you don't actually know which audiences are earning it, this is what segment-level honesty looks like. Let's run yours.
