Meta Performance Spotlight series: How Karla & Co. is generating more online sales with Advantage+ Shopping Campaigns – and accurately attributing results with CAPI

Performance Spotlights take an in-depth look at brands successfully driving better performance and efficiency, with the support of Meta tools, to help grow their business.

Karla & Co. is a Latina-founded and run clothing brand created to express Latin culture in a positive way and empower Latinas to express their culture through the clothes and accessories they wear. We spoke to the co-founder of Karla & Co., Bryan Butvidas, about the powerful combination of Advantage+ Shopping Campaigns with a Conversions API (CAPI) integration, which together have helped the brand drive more online sales, attribute conversions accurately, and in turn enabled strategic investment and business growth.

What was the inspiration behind starting your business?

Karla & Co. really started out as a passion project. My wife who’s from Puerto Rico was looking for affordable apparel that represented her culture but couldn’t find it online. So in 2017, she started what was then a small home-based business selling clothing that gave Latinas like her a way to express their unique culture in a fun, positive and authentic way. What started as a small Etsy shop has now expanded nationally and Meta’s platform has allowed us to scale and reach markets that we wouldn’t have been able to reach otherwise.

How do you define performance for your brand?

When we first started our online marketing efforts, our return on ad spend (ROAS) was what we saw as our strongest performance indicator. However, as we grow and continue to scale, performance to us means achieving efficient customer acquisition costs. While we’re looking to convert as many customers as possible, we also goal ourselves on acquiring customers with high lifetime value as well.

What steps are you taking to drive performance and achieve your business goals? What role has Advantage+ shopping campaigns played in driving better performance?

With all the automation happening in the marketing world, we knew we had to try our hand at Meta’s Advantage+ shopping campaigns to scale our brand message and see how beneficial it would be for our business. For all our ad campaigns, we tap into what we call the “community and culture ethos” to tell customers the story behind our brand and why their purchase matters to our business instead of trying to pitch them our products. This has been crucial in helping us not only connect with people but also a great way to drive engagement and conversion.

With Advantage+ shopping campaigns we’ve seena 1.5x increase in ROAS and generated more online purchases at a 61% lower cost per purchase. Integrating Conversions API into our Advantage+ shopping campaigns, helped us improve our measurement capabilities and allowed us to accurately attribute our conversions.

Where do you get your inspiration for your ad creative - and what types of creative have you seen work best?

For our ad creative we work to use a combination of video, carousel, and static image ads. In particular, we’ve seen video ads work really well. One that continues to convert customers for us is a video of Karla introducing herself and sharing more about what Karla & Co. stands for. The performance of this ad creative has shown us that simplicity and authenticity goes a long way because people don't want to be sold at and they want their ads to feel like content they're already consuming.