About Cowfield Design
Cowfield Design is a brand with a loyal customer base, a strong creative identity, and the kind of product offering that generates genuine word-of-mouth. Operating across Meta and Google with a lean, efficient marketing setup, the brand had built something genuinely valuable, exceptional customer acquisition costs and a growing revenue base. The challenge wasn’t fixing something broken. It was building the confidence to invest more, scale further, and know with certainty that the economics were holding up as the business grew.
Good performance, but no single source of truth
Cowfield Design was already performing well by most measures. Meta was delivering strong ROAS. Google was efficient. Revenue was growing. But the brand was operating without a unified view of what the business was truly returning once every cost was factored in. Each platform reported its own numbers. Neither reflected true contribution margin, what was left after COGS, fulfilment, transaction fees, and all variable costs were deducted.
For a brand operating across two channels with a significant marketing investment, the lack of a single daily profitability figure wasn’t a crisis. But it was a ceiling. Without knowing the true margin picture, the decision to invest more in Google, where the brand suspected there was significant untapped efficiency, was harder to make with confidence. And without a shared truth across both channels, the blended view of what the overall marketing programme was returning remained unclear.
Good instincts need data to become conviction
Cowfield Design’s team had the instinct that Google was underinvested. The prior year data supported it, Google was delivering strong ROAS on relatively modest spend. But instinct alone doesn’t unlock the budget. To make the case for scaling Google meaningfully, the brand needed to be able to see, in real time, against real contribution margin, that the investment was paying out. Without that, the temptation was always to leave budgets where they were rather than risk disrupting what was working.
Meanwhile, Meta was performing solidly but the question of whether it could do better remained open. With no daily view of blended efficiency across both channels, the brand couldn’t see whether its overall marketing mix was optimal, or just comfortable.
The clarity to invest more, in the right places
StoreHero gave Cowfield Design the visibility to run a data-driven two-channel strategy with confidence, scaling what was working and understanding exactly what the business was returning every day.
Profit Tracking Daily contribution margin data gave the brand a real number to work with, not platform ROAS, not Shopify revenue, but actual profit after every deduction. Contribution margin grew 38% over the year, an improvement that would have been invisible without proper profit tracking. The founder could see every day whether the business was getting healthier, and act accordingly.
Spend Advisor
The Spend Advisor gave the brand a daily read on whether conditions supported scaling spend. For a brand growing steadily through the year with a clear seasonal peak in November and December, knowing when to push harder versus when to hold was particularly valuable. November and December both delivered the best CAC of the year at volumes that represented the brand’s strongest acquisition months. The brand leaned in at exactly the right moment.
Blended MER Dashboard With spend split across Meta and Google, the blended MER dashboard gave the brand the single efficiency number that reflected reality across both channels. MER held at a consistent level on 40% more spend, reflecting the deliberate investment in scaling Google while maintaining overall programme efficiency. The channel split tells the real story: Meta accounted for the majority of total spend (up 22%) and delivered a 10% improvement in ROAS, with conversion value growing 35% as AOV improved 22%. Google took the remaining share of spend (up 78%) and delivered strong ROAS, maintaining near-identical efficiency to the prior year while nearly doubling the budget. That is controlled, confident channel scaling backed by data.
Customer Acquisition Tracking
Cowfield Design has one of the most efficient CAC profiles in StoreHero’s portfolio, and the monthly data confirms it consistently. New customers grew 8% year-on-year, at an average CAC that most ecommerce brands would consider exceptional. The slight increase on prior year reflects the deliberate Google scaling investment. Peak efficiency came in November and December, the moments when the brand’s marketing machine fired hardest and the data confirmed it was the right time to invest. Outbound clicks grew 46% over the year, a signal of how much more efficiently the brand was reaching qualified audiences on both channels.
Ads & Creative Overview
The Creative Overview gave the brand visibility into which specific ads and formats were driving genuine purchases across both channels, important for a brand that operates leanly and needs every creative decision to count. Being able to identify what was working at the ad level, and act on it quickly, was part of how the brand maintained strong Meta ROAS while growing spend and simultaneously scaling Google without sacrificing efficiency.
The Outcomes – Steady, profitable growth on every metric
The results for Cowfield Design over the year (April 2025 – March 2026):
- Net sales grew a whopping 34%
- Marketing spend grew 40%, investing ahead of the revenue growth it generated
- MER held at a consistent 4.86x, efficiency maintained as the brand scaled both channels
- Contribution margin grew 38%
- Meta ROAS improved 10%; conversion value up 35%
- Google ROAS held strong, on 78% more spend, conversions up 72%, conversion value up 82%
- New customers grew 8%, at an average CAC that remains among the most efficient in StoreHero’s portfolio
What makes Cowfield Design’s story distinctive is not the scale of transformation, it’s the quality of execution. This is a brand that was already performing well and used StoreHero to confirm it, build on it, and scale the right things with confidence. The Google scaling story is the headline: near doubling the budget while holding ROAS is a result that only happens when the team has daily data telling them the investment is working. Without contribution margin visibility and a blended MER dashboard, that Google scaling decision would have been far harder to make, and far harder to sustain.
“We always felt like our marketing was working, but we couldn’t see it clearly enough to push harder with confidence. StoreHero gave us that clarity — and once we had it, the decisions became obvious.” – Sarah Quinn – Co-Owner
Ready to scale with confidence?
