Customer Story
Incrementality at scale. How Rosental uses Innkeepr to accelerate paid social.
About Rosental
Rosental offers a holistic approach to skincare and wellness. Their naturally effective products, innovative ingredients, and advanced beauty tools empower confidence and enhance overall well-being.
Industry
Cosmetics & Skincare
Company Size
50-100
Headquarters
Berlin, Germany
Founded
2018
Challenge
Rosental, a fast-growing skincare brand, faced mounting challenges in new customer acquisition as their growth accelerated. Expanding into new customer segments proved difficult, making it hard to scale budgets efficiently while keeping acquisition costs under control.
Solution
To sustain their trajectory, Rosental implemented Innkeepr as the signal optimization layer in their marketing stack. By supplying Google and Meta with incrementality-optimized signals, they could guide platform algorithms toward new, high-value customer segments and scale with more confidence.
Results
6-month A/B test vs. control campaigns with statistical significance at p<0.05
23.8% higher new customer AOV in signal-optimized campaigns
Rosental’s Journey
As an aspiring leader in natural skincare, Rosental continuously innovates to align beauty with science. However, the brand needed a solution to continue its rapid growth by activating new customer segments across all networks more effectively.
Acquiring new customers has become increasingly challenging due to the rise of automated ad placement technologies like Performance Max (PMax) and ASC. These technologies make it difficult to actively tap into new customer segments, especially when scaling ad campaigns on major platforms to mid-size six-figure monthly budgets. Rosental needed a smarter, data-driven approach to sustain growth.
Implementation Approach
Rosental integrated Innkeepr directly into their Shopify store, ensuring all first-party behavioral data flowed into the platform. From there, the team defined clear optimization objectives: driving new customer acquisition, preventing low-value purchases, and maximizing 90-day customer lifetime value.
Innkeepr's AI engine started identifying highly relevant visitor segments and automatically generated seed audiences for major product categories. Rosental used these seeds to build lookalike audiences in Meta, expanding their reach to similar prospects with predicted incremental value.
Simultaneously, the platform generated exclusion audiences for low-AOV segments, preventing budget allocation to users unlikely to deliver profitable conversions.
The Innkeepr Moment
Recognizing the potential of turning anonymous visitors into highly relevant customer segments, Rosental turned to Innkeepr. Unlike rule-based audiences, Innkeepr’s predictive models dynamically assessed user behavior to determine the highest-converting prospects for each campaign. This AI-powered approach bridged audience gaps left by cookie deprecation and privacy updates, ensuring campaigns stayed supplied with fresh, relevant segments. Within weeks, Rosental saw significant performance improvements, validating the power of incrementality-driven targeting.
How Rosental Uses Innkeepr
Innkeepr’s signal optimization engine is at the core of Rosental’s acquisition strategy. The team uses it to power everything from building product-line specific audience seeds, to protecting spend with automated exclusions, to continuously adjusting conversion values for bidding optimization. With all of their behavioral data processed through Innkeepr, Rosental has a single layer that transforms raw interactions into incremental signals for Google and Meta.
An incrementality-driven source for growth
For Rosental, Innkeepr has become a key layer that connects customer interactions with engagement and media platforms. Behavioral data from their Shopify store flows into the platform, where it is transformed into incrementality-focused audiences signals.
Now, instead of relying on fragmented CRM lists or static lookalikes, the team works with a trusted source for custom audiences. Now whole campaigns on Google and Meta are powered by signals that reflect incremental impact, giving Rosental the confidence to scale additional up to 70% spend on their key products without second-guessing efficiency.
Automated incrementality everywhere
One of the biggest shifts for Rosental has been the automation Innkeepr brings into their daily work. Previously, the CRM team spent hours building and refreshing audiences and setting up exclusions lists.
With Innkeepr, this happens automatically in the background: audiences are continuously refreshed based on live behavior. The result is a marketing stack that optimizes itself - campaigns stay aligned with customer behavior, without the team having to micromanage targeting and bidding structures.
Building the incremental signals they always needed
“A lot of the targeting structure we use has parity with how we were using standard Meta and Google audiences, but it’s been significantly improved,” says the Rosental team. “There’s the same campaign setup, but none of the guesswork or wasted spend.”
The impact across their marketing efforts has been considerable. Innkeepr’s signal optimization means, for the first time, their algorithms can access the incrementality data they need to make better decisions automatically. “Innkeepr makes even the most complex audience targeting very precise. All of our customer signals are optimized for incremental impact, and the platforms use them to our advantage.”
As a fast-growing skincare brand with a mission to scale efficiently, Rosental needed signal optimization that matched their ambition. Where standard conversion tracking was broad and held them back, Innkeepr allows them to focus on what matters: scaling their product lines and building incremental customer relationships.
