Enhanced CAPI improves marketing efficiency for menswear.

Use BooleanMaths Enhanced CAPI to reduce RTOs and accelerate new customer acquisition for a Menswear Apparel Brand.

Marketing primitives

Phase 1 - Baseline

Standard Meta Tracking

3 Weeks: 02 Mar – 22 Mar 2026

Conventional setup with standard Meta pixel and basic server-side CAPI integration. Signals sent without purchase quality signals. Ad campaigns were optimised on the generic purchase event.

Phase 2 - Enhanced

BooleanMaths Enhanced CAPI

3 Weeks : 23 Mar – 12 Apr 2026

Enriched Purchase signals synced with Meta via smart CAPI to optimise for New Purchases and reduce CODs.

Deployed a combination of New Purchase targeting and RTO orders exclusions to shift Meta's algorithm toward quality buyers.

Results

Net profit grew 32.4% due to a combination of ROAS increase (15.2%) and RTO Cost decline (13.7%) due to better signal quality driving the algorithm toward higher-intent buyers.

275 Additional Orders from New Customers.

How did it happen?

RTO suppression

Return-to-origin orders were excluded from CAPI purchase events, stopping Meta from optimising toward buyers likely to reject delivery.

New purchase optimisation

Enhanced signals flagged verified new customers specifically, giving Meta's algorithm a cleaner positive target beyond generic conversions.

Blended ROAS improvement

MER rose from 2.73 to 3.15 (+15.22%), reflecting healthier revenue relative to total ad spend - not just last-click attribution.

CM2 margin expansion

Contribution margin after marketing climbed 27.34% to ₹20.6L, showing the efficiency gain flowed through to actual profitability, not just topline revenue.

Find out how BooleanMaths can help you enrich your sessions.