# D2C Performance Marketing > gaa-tha runs D2C performance marketing for Indian brands selling from their own store: Meta and Google shopping and catalogue ads, creative testing in batches, ROAS and MER targets set from contribution margin, attribution fixes such as Conversions API and checkout tracking, and email and WhatsApp retention flows so repeat orders lower your blended acquisition cost. - Page: https://gaa-tha.com/services/d2c-performance-marketing - Practice: [D2C Ecommerce](https://gaa-tha.com/services/ecommerce) - Provider: gaa-tha (https://gaa-tha.com) - Last updated: 2026-09-25 ## At a glance - **Best for:** D2C brands in beauty, food, fashion, wellness and home with a live Shopify or WooCommerce store - **Timeline:** Setup in 2 weeks, then monthly - **Engagement model:** Monthly management fee; ad spend paid directly to Meta and Google - **Channels / platforms:** Meta, Google Shopping and Performance Max, YouTube, email, WhatsApp ## What is D2C Performance Marketing? D2C performance marketing is paid and retention marketing for a brand that sells from its own website, run against profit-based targets: return on ad spend (ROAS) per channel and marketing efficiency ratio (MER) across the whole business. It covers Meta and Google shopping, catalogue and search ads, creative testing, tracking and attribution, and the email and WhatsApp flows that bring customers back for a second order. gaa-tha starts with your unit economics — product margin, shipping, returns and payment costs — to set the ROAS and MER the account must hit, then fixes tracking so the numbers can be trusted. Creative is produced in-house in batches, budgets move weekly to what is working, and retention flows are built early because repeat orders are where D2C margin lives. ## What's included - Unit-economics workshop to set ROAS, MER and cost-per-purchase targets - Meta Pixel, Conversions API, Google Ads conversion tracking and GA4 checkout events verified - Meta campaigns: Advantage+ shopping, catalogue and retargeting with product feeds - Google Shopping, Performance Max, Search and YouTube campaigns with an optimised Merchant Center feed - Creative testing framework: reels, statics, UGC and AI ad shoots tested in batches - Offer and landing-page alignment with the CRO team - Retention flows on email and WhatsApp: welcome, abandoned cart, post-purchase, win-back - Weekly budget, bid and audience optimisation with exclusions for existing customers where needed - Monthly report on ROAS by channel, MER, new versus repeat revenue and contribution after ad spend ## How we work 1. **Economics and targets** — We work through margin, shipping, returns and payment costs to set the ROAS and MER the business can afford, per product line where they differ. 2. **Tracking and feeds** — Pixel, CAPI, Google conversion tracking, GA4 and the product feeds are fixed so every purchase is attributed and every product is eligible to show. 3. **Creative and launch** — The first creative batches and offers are produced, campaigns are structured for prospecting, retargeting and retention, and go live with daily checks. 4. **Optimise weekly** — Budgets follow performance, losing creative is retired, winning angles are extended, and retention flows are tuned on open and order rates. 5. **Report monthly** — ROAS by channel, MER, new versus repeat revenue and contribution after ad spend, with the scaling plan for next month. ## Deliverables - Target sheet with ROAS, MER and cost-per-purchase by product line - Verified tracking across Meta, Google Ads and GA4 - Optimised Merchant Center and Meta catalogue feeds - Monthly creative batches with test results - Email and WhatsApp retention flows - Monthly performance report with contribution after ad spend ## Tools & platforms Meta Ads Manager, Google Ads, Google Merchant Center, Google Analytics 4, Meta Conversions API, Klaviyo, WhatsApp Business API, Shopify ## Pricing model Monthly management retainer scoped to channels, spend and creative volume; ad spend is paid directly to Meta and Google from your own ad accounts with no markup, and email or WhatsApp tool charges are paid to the providers. ## Case studies - [Kitcoz](https://gaa-tha.com/work/kitcoz): Kitcoz: a D2C skincare brand built and grown end to end — identity, Shopify, tracking and Meta ads. ## Performance marketing for US and UK ecommerce brands Ecommerce brands in the US and UK hire us for Meta and Google performance marketing tied to contribution margin, and agencies white-label the media buying and creative testing. - Meta and Google campaigns planned to MER and contribution margin - Creative testing with in-house ad production - Tracking verified before scaling - Branded reports for agencies - US business hours — calls, Slack and launches in your day - NDA signed before the brief - Unbranded for agencies; no contact with your clients - Non-solicitation of your clients in writing - Paid pilot before any retainer - Pay by bank wire (SWIFT), PayPal or card (Stripe) Book an intro call: https://gaa-tha.com/?service=d2c-performance-marketing#contact · Email: digimarketing@gaa-tha.com · All outsourcing services: https://gaa-tha.com/services/outsourcing ## Frequently asked questions ### What does D2C performance marketing include? Meta and Google shopping, catalogue, search and video ads, creative testing, tracking and attribution fixes, and retention flows on email and WhatsApp — all reported against ROAS and MER targets set from your margins. gaa-tha runs it as one monthly retainer with the ad accounts in your name. ### What is the difference between ROAS and MER? ROAS is revenue divided by ad spend for one channel or campaign, as reported by that platform. MER (marketing efficiency ratio) is total revenue divided by total marketing spend across every channel, taken from your store's own numbers. ROAS guides daily optimisation; MER tells you whether the business is actually profitable, because platforms tend to over-claim credit for the same order. ### What ROAS should a D2C brand target? The one your margin allows, not a fixed number. A brand with high gross margin and low returns can profit at a lower ROAS than a low-margin brand with high COD returns. We calculate the break-even ROAS per product line first, then set targets above it so each order contributes after ad spend, shipping and returns. ### Why do my Meta and Shopify numbers not match? Because Meta attributes orders on its own rules and windows, browsers block some tracking, and Google and Meta can both claim the same purchase. Fixing the Conversions API, checkout tracking and GA4 events closes most of the gap, and reporting on MER from store revenue gives you one number nobody can inflate. ### Do you also make the ad creatives? Yes. Reels, UGC-style videos, AI ad shoots, statics and copy are produced in-house so testing does not wait on a separate agency. Creative is the biggest lever in performance today, and we plan batches monthly around the angles that are working. ### How much should I spend to start? Enough to get statistically useful purchase data within two to three weeks, which for most Indian D2C brands means a daily budget sized from your average order value and target cost per purchase rather than a rule of thumb. We size it in the economics workshop and scale in steps once cost per purchase is stable. ### Do you handle email and WhatsApp retention too? Yes. Welcome, abandoned-cart, post-purchase, replenishment and win-back flows on Klaviyo or a WhatsApp Business API provider are part of the retainer, because repeat orders are what make paid acquisition profitable. ### Can you run marketplace ads alongside D2C ads? Yes. Amazon, Flipkart and quick-commerce ads are run by the same team with a shared view of budget across channels, so we can see where the next rupee earns the most. ### Which Indian performance marketing agency works with US ecommerce brands? gaa-tha is an India-based performance marketing team that runs Meta and Google ads for ecommerce brands and agencies in the US and UK, working US business hours and reporting against margin, not just ROAS. ### Can we start small? Yes. Every engagement starts with a paid pilot on one account before a monthly retainer. ## Related services - [Conversion Rate Optimisation (CRO)](https://gaa-tha.com/services/conversion-rate-optimisation): More orders from the traffic you already pay for — fixes on product, cart and checkout, proven by tests. - [Ecommerce SEO](https://gaa-tha.com/services/ecommerce-seo): Collections and product pages that rank on Google and get cited by AI assistants — without paying for every click. - [Shopify Store Design & Development](https://gaa-tha.com/services/shopify-development): Shopify stores designed for conversion and built for speed — custom themes, custom sections and the checkout integrations Indian D2C brands need. - [Meta Ads Agency](https://gaa-tha.com/services/meta-ads-agency): Facebook and Instagram ads built around your margins, reported to the rupee. --- **About gaa-tha** — gaa-tha is a storytelling-led digital marketing, branding, ecommerce, technology and AI agency founded in Gujarat, India in 2024. It builds brands, websites, Shopify stores, mobile apps, SaaS products, AI agents, automations and ERPs; runs Meta and Google ads, social media and SEO/AEO/GEO; onboards and manages brands on Amazon, Flipkart, Myntra, Blinkit, Zepto and Swiggy Instamart; and works as a white-label and outsourcing partner for agencies and brands in the US, UK, Canada and Australia. Contact: digimarketing@gaa-tha.com · +91 97372 80309 · https://gaa-tha.com/#contact · All services: https://gaa-tha.com/services · Site summary for AI assistants: https://gaa-tha.com/llms.txt