The Challenge
Anonymous shoppers, lost revenue
Montreal Weights had healthy traffic and a strong product lineup. But something was off.
Email flows were missing large chunks of their audience. Abandonment campaigns weren't triggering as expected. And despite consistent spend, Meta performance had plateaued.
It wasn't a creative problem. It wasn't a budget problem. It was an identity problem.
- Returning customers were unlinked from past sessions
- Email opt-ins weren't connecting to delayed purchases
- Klaviyo was underreporting active profiles
- Meta was receiving incomplete signals, limiting optimization
For a brand selling considered purchases — where customers research, compare, and return days later before buying — these gaps weren't minor issues. They were revenue leaks.
Upstack helped us unlock revenue we didn't even realize we were missing. Our emails started landing, our Meta campaigns started scaling again — and we didn't have to change anything else.
The Solution
How they did it
- Rebuilding identity across the entire customer journey - Upstack began by auditing Montreal Weights' data flow across Meta, Google, and Klaviyo. The goal was to find where signals were dropping and which customer connections were being missed. The diagnosis was clear: too many sessions were anonymous, and too many returning visitors looked like strangers.
- Fixing collection - Upstack Pixel replaced inconsistent browser-side tracking with reliable server-side event capture. Within 30 minutes of installation, add-to-cart and checkout events were firing consistently across every browser and device.
- Rebuilding identity - Capturing events was only half the problem. Returning visitors weren't being recognized when they came back days later on a different device or browser. Upstack ID fixed that by building a persistent identity graph. Every fragmented session — ad clicks, email opt-ins, delayed purchases — was stitched into a single customer record. Visitors who returned a week later were recognized immediately, not treated as strangers.
- Enriching ad platform data - With identity resolved, Upstack Signal activated that data across ad platforms. Verified first-party identifiers — email addresses, click IDs, phone numbers — flowed directly into Meta through enriched CAPI events. Event match quality improved. Attribution accuracy climbed. Meta finally had clean signals to optimize from.
- Restoring email flows - Upstack Flow brought Klaviyo's automations back to full capacity. Abandoned cart and browse sequences started firing for returning customers who would have been invisible without persistent identity. Same flows. Same creative. Just reaching the right people now. Implementation took less than 30 minutes. No dev resources required. No disruption to existing campaigns. ---
The Results
$55,000 recovered. ROAS up 15%.
Before Upstack, Montreal Weights was losing revenue they couldn't see. Klaviyo couldn't message customers it didn't recognize. Meta couldn't optimize with incomplete data.
Within 90 days, that changed.
What changed after the rebuild:
- $55,000 in recovered abandonment revenue — Upstack Flow triggered emails that Klaviyo couldn't send before, turning invisible visitors into paying customers
- 15% increase in overall ROAS — Upstack Signal sent cleaner data to Meta, improving targeting and attribution accuracy
- 10% increase in New Customer ROAS — better signal meant Meta could find and convert new buyers more efficiently
- 10% reduction in New Customer CAC — with identity gaps closed, every ad dollar worked harder
The stronger data foundation gave Montreal Weights what they'd been missing: reliable visibility into who was visiting, who was returning, and how to reach them.
- $55,000 in recovered abandonment revenue - Upstack Flow triggered emails that Klaviyo couldn't send before, turning invisible visitors into paying customers
- 15% increase in overall ROAS - Upstack Signal sent cleaner data to Meta, improving targeting and attribution accuracy
- 10% increase in New Customer ROAS - better signal meant Meta could find and convert new buyers more efficiently
- 10% reduction in New Customer CAC - with identity gaps closed, every ad dollar worked harder
The Bottom Line
Montreal Weights didn't need new tools or more spend. They needed better identity.
The Results:
- ROAS improvement
- 15%
- New Customer ROAS
- +10%
- New Customer CAC
- -10%
