Street Saver

The challenge

Street Saver sells self defence kits and pepper spray online. Eight sales campaigns were live across different products and angles, and their returns were nowhere near each other, from 1.76× at the bottom to 6.42× at the top. Averaged together that spread tells you nothing useful. The job was finding where the return actually came from and keeping buyers moving from interest through cart and checkout to a paid order.

Starting situation

Eight live campaigns across several products, reported as one average that concealed a spread of nearly five times between best and worst.

Strategy

Rank on purchase ROAS rather than spend, then follow the lower funnel steps to find where buyers were dropping out.

What we changed

• Ranked campaigns on purchase ROAS rather than spend or reach, so the spread stopped hiding inside an average.
• Tracked adds to cart, checkouts initiated and payment info added separately, to locate the drop-off instead of guessing at it.
• Concentrated budget on the angles that held up, principally self defence kits and pepper spray.
• Read Shopify alongside Meta, so attributed sales were checked against money the store actually took.

Results

Source: Shopify and Meta Ads Manager. 20 July to 19 September 2026.

What drove the result

Reading Shopify next to Meta. The store's own sales figure is what exposed which campaigns were claiming revenue the business never banked.