Lumen Labs: 3.2x ROAS Across Paid Social

Lumen Labs

2025

Full-Funnel Paid Social, Email Retention

Lumen Labs was scaling ad spend on gut feel. We rebuilt their creative testing engine, restructured accounts around contribution margin, and paired paid social with a retention email program that pays for the whole stack.

3.2x

Blended ROAS

-28%

Customer Acquisition Cost

The challenge

Lumen Labs was spending seven figures a year on paid social with a ROAS that looked fine in-platform and terrible in the P&L. Attribution was last-click, creative iterations took weeks, and there was no reliable read on contribution margin by channel or cohort.

Retention told the same story: a 4% email open-rate benchmark, one generic welcome flow, and no winback program at all. The team was acquiring customers at a loss and hoping LTV would rescue them.

The solution

We restructured paid social around contribution margin, rebuilt the creative pipeline to ship more than thirty new concepts a month, and moved measurement to a triangulation model that blends platform data, MMM signals, and geo holdouts.

On the retention side, a twelve-flow lifecycle program now covers welcome, browse, cart, post-purchase, and winback. Paid social ROAS settled at 3.2x blended, CAC fell 28%, and email now drives nearly a fifth of monthly revenue.