How Champo recovers an additional $24K in abandoned carts every month with Upstack

Overview

Champo is a British haircare brand that blends Ayurvedic wisdom with modern trichology. Each formula draws from centuries-old Indian techniques — plant oils, herbs, and scalp treatments — translated into clean, effective products for today's consumers.

---

The Challenge

Champo was already executing at a high level when they approached Upstack to help improve their marketing and algorithmic data.

After working with their team to understand the shortcomings, a deeper analysis revealed holes in their tracking setup that were preventing them from scaling as efficiently as they could be.

• Paid campaigns were running efficiently, but attribution reporting discrepancies prevented scale
• Purchases were underreporting, leaving some campaign optimizations struggling
• Champo lacked the ability to report on New Customer CPA in platform
• Abandonment flows were missing 40–50% of profile volume due to lost cookies
• Inconsistent event firing and low EMQ scores using the Shopify Facebook integration

Additionally, Champo's marketing team lacked clear reporting data and a single source of truth.

---

The Solution

Rebuilding reliable attribution from the ground up

Upstack began by running a complete audit of Champo's data infrastructure across Facebook, Google, and Klaviyo.

The goal was to find where signal was being dropped and which events were being missed. Upstack's data infrastructure was plug and play, ensuring every customer action — from page view to purchase — was properly collected, stitched, and enriched prior to being fed into marketing platforms.

Fixing collection

The first step was fixing customer behavioral data collection. Upstack Pixel replaced broken tracking with reliable, server-side event capture. Within 30 minutes of installing the Shopify app, add-to-cart and checkout events were firing consistently across every browser and device. No more gaps. No more guessing.

Rebuilding identity

But capturing events was only half the problem. Champo's returning visitors weren't being accurately recognized due to shortened cookie lifetimes and browser privacy. Customers who clicked an ad on Instagram, browsed around, and came back later through a Google search weren't being properly attributed as the same person.

Upstack's first-party Identity Resolution infrastructure fixed that, powered by Upstack ID — a unique lifetime identifier for every visitor. Upstack's infrastructure did the heavy lifting, stitching fragmented sessions into unified customer records, linking anonymous visits back to verified profiles, and restoring the identity continuity that Klaviyo and Meta both depend on.

Enriching ad platform data

With identity resolved, Upstack Signal activated that data across the ad platforms. Verified first-party identifiers — email addresses, click IDs, phone numbers — were fed directly into Meta and Google through enriched CAPI events. EMQ scores improved substantially. Audience targeting became stronger and attribution accuracy climbed. The purchase paths that had been invisible were finally connected back to the campaigns that drove them.

Restoring email flows

The last piece was email. Upstack Flow brought Klaviyo's automations back to life. Abandoned-cart and win-back sequences that had gone silent for weeks started firing again — this time reaching customers who would have never received an email without identity resolution. These weren't new flows. They were existing flows, now working as intended.

---

The Results

128% increase in identified profiles, 54% increase in captured abandoned carts

Backed by Upstack's first-party data infrastructure, Champo's marketing team achieved something they hadn't had in months: improved marketing performance and reliable visibility.

What changed after the rebuild:

• 128% more customers identified — Upstack ID recognized an additional 36K profiles every month that were previously being missed by Klaviyo (28K to 64K in 30 days)
• $24K/month in incremental abandonment revenue — Upstack Flow supercharged abandonment flows, resulting in a 54% increase in total flow revenue — powered by emails that would have never been sent without identity resolution
• Improved Meta attribution accuracy — Upstack Signal sent cleaner data, instantly improving audience targeting and campaign efficiency, giving the brand a stronger base to scale campaigns

The stronger data foundation helped Champo identify far more customers and re-engage them through automated flows. The abandoned-cart and win-back flows, once silent, became top performers again.