MORE Nutrition
How MORE Nutrition uses Exclusion Signals to reduce CAC by 39.7%.
About
MORE Nutrition is one of Germany's fastest-growing nutrition brands, built on the „smart swap" - everyday food reformulated with less sugar and no loss of taste - with 200+ products sold primarily D2C across DACH.
Industry
Supplements
Market
Europe
Headquarters
Elmshorn, Schleswig-Holstein, Germany
Channels
Meta Ads, Google Ads
Challenge
Automated placements are very good at one thing: finding the cheapest conversion. MORE saw the symptom in the numbers - respectable CPAs, but new customer shares that refused to move. Advantage+ and Broad targeting were quietly reallocating prospecting budget toward returning buyers and high-intent traffic that needed no persuasion. And because the waste only became visible in post-hoc reporting, there was no mechanism to stop it before the impression was served.
Solution
Innkeepr scored MORE's site visitors by predicted incremental lift from first-party behavioural data. The lowest-scoring 20 to 40 % formed four exclusion segments, refreshed daily and applied in Meta ad set targeting. Control and test ad sets ran on identical budgets, creatives and bid strategies, so the exclusion layer was the only difference: CAC fell 39.7 % und new customer share rose 14.5 %.
Results
6-month A/B test vs. control campaigns with statistical significance at p<0.05
14.5% higher new customer share
39.7% lower new customer acquisition cost
43.3% higher spend on campaigns with exclusion signals
MORE's Journey
MORE grew into one of the largest nutrition brands in DACH with a correspondingly large returning customer base. Prospecting on Meta ran at scale, and automated placements delivered to whoever was cheapest to convert. At this level of brand awareness, that group skews toward users who would have purchased without seeing an ad. In the account this appeared as stable CPAs next to a new customer share that stayed flat. Reporting surfaced the pattern after the fact, and the campaign setup gave the team no way to act on it before delivery.
Implementation Approach
Innkeepr scored MORE's site visitors by predicted incremental lift on purchase probability, using first-party behavioural data at the anonymous level, with no login or CRM match required. The bottom 20 to 40 % of that distribution, the users with low or negative predicted lift, formed four exclusion segments: visitors 30d, 30 to 90d, 90 to 180d, and purchasers 360d. The segments refresh daily and sync to Meta, where they sit in ad set targeting on top of MORE's existing exclusions. The test used a few dozen control and test ad sets with identical budgets, creatives and bid strategies, so the exclusion layer was the only difference between them. Over several months 30% of the prospecting account spend ran inside that structure.
The Innkeepr Moment
Because all ad sets ran on same budgets, creatives and bid strategy, the exclusion layer was the only variable. CAC fell 39.7 %, from €23.8 to €14.4, while spend on the test structure rose 43.3 %, from €30K to €42.9K. New customer share moved from 31.2 % to 35.7 %. Spend rising while CAC falls points to a change in audience composition rather than a reduction in delivery. The same prospecting budget now reaches users whose purchase depends on the ad, which is what moved the new customer share after months of it holding flat.
"We knew Broad was efficient, but we suspected a lot of it was organic demand we'd have captured anyway. Innkeepr gave us a way to test that hypothesis, and to remove the segments that weren't incremental for us."
Paul Keil, Team Lead Paid Social
MORE Nutrition
How to MORE Uses Innkeepr
For MORE, exclusion signals are now part of their standard campaign build. They are refreshed daily and stay applied at ad set level across all of MORE's prospecting campaigns. Because the scores come from first-party behavioural data, the segments update as visitor behaviour changes, with no manual list maintenance between campaign builds.
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