Premium Skincare Brand
How Joanna Vargas Uses 1st-Party Attribution to Scale Luxury Skincare ROI
Premium skincare brand Joanna Vargas used a modern performance stack—Meta’s Andromeda creative protocol, Wicked’s Advanced Signal, and 5 Forces AI—to cut new customer acquisition cost from roughly $116 to $69 in November, while getting clearer, trusted attribution across channels.
{ Results Overview }
At a glance
“We dropped our customer acquisition cost by 40%. We went from acquiring customers at about $116 on average down to $69. Strategy plus Wicked’s Advanced Signal are 50/50 in terms of credit for that success.”
{ Client Overview }
The Brand & The Agency
Brand: Joanna Vargas
A premium skincare brand built by celebrity esthetician Joanna Vargas, known for spa treatments and red-carpet facials for A-list clients—and now a fast-growing DTC product line.
Agency: Bullseye Sellers
A performance marketing group with multiple divisions (TikTok, Amazon FBA, off-Amazon eCom). Thorsten sits on the e-commerce side, managing Shopify brands and growth across:
“Analyzing data was one of the first tasks I was given. To do my job as a strategist, I need data that’s on point, accurate, and pulling correctly. That’s how we ended up on Wicked Reports.”
{ The Growth Challenge }
The Challenge:
Great-looking Platform ROAS,
Stalled New-Customer Growth
Great-looking Platform ROAS,
Stalled New-Customer Growth
Before Wicked Reports, the team was stuck in the usual post-iOS mess:
The team needed:
A single source of truth for all channels
A stack that could train Meta to prioritize new customers, not just easy retargeting wins
A way to see new vs repeat customers clearly
{ What stood out }
Why They Chose
Wicked Reports
Wicked Reports
Bullseye Sellers rolled out Wicked Reports across their key brands—especially Joanna Vargas—
because they needed scientific, click-based, omnichannel attribution that matched how serious performance marketers actually think.
because they needed scientific, click-based, omnichannel attribution that matched how serious performance marketers actually think.
First-party, click-based attribution
Real order IDs, real click paths, real customer IDs—not blended view-through guesses.
New vs Repeat baked in
Clear visibility into new customers vs repeat customers by channel, campaign, ad set, and creative.
FunnelVision & 5 Forces AI
FunnelVision as Thorsten’s “daily playground” for analysis
5 Forces AI to apply intentions, zones, and consistent decision logic so the team can scale/chill/kill without guesswork.
“Wicked gives us continuous data to see what campaigns and strategies are working, and which ones are driving new customers to the brand. It brings all our channels into one platform, gives us granular control, and the data is trustworthy.”
{ Data Architecture Breakthrough }
The Breakthrough: From Audience Targeting to Signal Architecture
Instead of another “we tested a new audience and ROAS went up” story, Thorsten framed this as a shift in architecture:
The “Andromeda” Creative Protocol
Creative as Targeting
Most advertisers test image vs video. Bullseye used a Persuasion Matrix approach, building large, creative-heavy ad sets (20+ creatives) where each focused on a specific pillar:
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Emotional drivers
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Logical reasons
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Social proof & product benefits
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Founder story & authority
“We don’t chase audiences. We let the creative filter them.”
Signal Enrichment
Teaching Meta What a Valuable Customer Looks Like
Meta’s pixel alone couldn’t distinguish cheap clicks from valuable customers. Bullseye “enriched” the data using Wicked's Advanced Signal.
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Sent new customer-specific purchase events into Meta
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Helped curb retargeting bias
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Rewarded Meta only when it found new buyers
“Andromeda gets all the creative signals, plus this enhanced signaling from Wicked—and it’s just really worked. For two to three months in a row, we’ve consistently dropped all the major KPIs we’re focusing on.”
“If I’m not around to validate data or guide the media buying, they can just jump in, click the 5 Forces AI report, and it’s all there for them—what to scale, what to chill, what to kill”
{ Case Results }
Results: nCAC Down ~40% in a Single Month
When they zoomed in on November, the impact was obvious:
Profitable Immediately
Moved from needing multiple purchases to break even, to being profitable on the very first purchase.
Consistent Growth
2–3 months in a row seeing major KPI improvements using the same continuous system.
{ Case Results }
Why It Worked
Shared Truth, Not Siloed Dashboards
Wicked gave them a unified, trustworthy view of performance across channels, within 2% of reconciled numbers.
Delegatable, Repeatable Process
If the strategist is busy, the media buyers always know what to do. It eliminates hours of manual analysis and bogus spreadsheets.
Creative as Targeting
The Persuasion Matrix meant they weren’t obsessed with new audiences—they let Andromeda + Wicked figure out which hooks actually convert.
New-Customer Signal, Not Just Any Conversion
Advanced Signal stopped rewarding Meta for easy retargeting. The algorithm learned to chase new buyers.
AI With Guardrails
5 Forces AI didn’t just spit out random suggestions; it followed a methodology built around:
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Intentions
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Payback windows
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Zones
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Cohorts and attribution models