The Challenge
The brand had scaled from 6-figures in 2022 to 8-figures by 2023 — a huge leap. Everything was going well until they hit a wall around February. Meta performance became volatile. CAC climbed from $60 to $90. People on Twitter started complaining about data issues and attribution. Nothing was making sense in Facebook.
At the same time, Klaviyo flows were underperforming despite excellent execution. The core problem was identity.
When visitors opt in or purchase, their email gets collected. When they return, automations should trigger automatically. But this only works if the returning visitor is accurately matched to their Klaviyo profile. If the person in the browser isn't identified correctly — even if they're a returning customer coming back 30–45 days later — none of the automations fire.
Perfect White Tee had compounding issues:
First, third-party email enrichment. They were using a third-party platform to purchase email addresses. While this increased volume, it caused high spam rates and deliverability issues — plus the purchased emails had identity gaps that prevented flows from firing.
Second, Meta attribution was breaking down. They relied on in-platform reports to optimize campaigns, but the data wasn't reliable.
Their biggest challenges were:
- Returning customers unrecognized across browsers and devices
- Klaviyo flows not firing for known customers
- Meta attribution becoming increasingly unreliable
- Deliverability issues from third-party email enrichment
- Uncertainty about which campaigns were actually driving sales
Before
After Upstack
CAC climbing from $60 to $90
33% lower, inside the first week
Klaviyo flows silent for returning buyers
+$92,000/month in recovered flow revenue
Meta attribution increasingly unreliable
EMQ 7.5+ on lower-funnel events
Purchased emails causing spam complaints
First-party identity, deliverability repaired
We went from struggling with Meta performance and missing Klaviyo revenue to having our best month ever — in less than 30 days. Upstack didn't just fix our tracking. It transformed our entire growth engine.
The Solution
Best month ever in 30 days
Johnny from Perfect White Tee found Upstack when the company was still very small. Despite having demoed other tools like Blotout and Elevar, he gave us a chance.
Upstack handles all onboarding with white-glove service. We do a full audit to ensure tracking is set up correctly — it's a differentiating feature because infrastructure issues are hard to assess if they're not working behind the scenes.
After onboarding Perfect White Tee, we set up their Klaviyo flows. They already had enriched abandonment flows running from another provider, so we ran a head-to-head test.
The results were clear within 30 days: The other provider's flows went to zero after we fixed the setup — most of their value was cannibalizing existing flows. Meanwhile, Upstack's abandonment flows showed a 50% increase in volume.
For Meta, the timing was critical. Within two weeks of installing Upstack, Johnny had the best month Perfect White Tee had ever recorded. CAC dropped significantly in a week. They didn't change anything else — no creative changes, no campaign changes. Just better data.
While the entire DTC Twitter sphere was in panic mode about Meta being broken, Johnny looked at his dashboard and everything looked great.
Upstack's deployment focused on:
How they did it
- Real-time identity matching - of returning visitors — tracking customers persistently across sessions
- Cross-device/session enrichment - connecting mobile, desktop, and checkout sessions
- Flow configuration with exclusion logic - ensuring Upstack flows only triggered for users who missed standard Klaviyo automation
- Meta CAPI enrichment - feeding verified first-party identifiers into Meta with every event
- Deliverability cleanup - coordinating with their email agency to fix spam issues
The Results
$92K/month recovered + 33% CAC reduction + 90x ROI
Within 30 days of deployment, Upstack-enriched flows added $92,000/month on top of existing Klaviyo performance. Standard Klaviyo flows continued performing at $115,000/month.
Importantly, Upstack didn't touch creative or send duplicate emails. We enriched the existing system by triggering flows only for users who were previously missed.
On the Meta side, CAC dropped meaningfully within the first week. Perfect White Tee had their best month ever within 30 days of installing Upstack.
And critically: while the entire DTC Twitter sphere was in panic mode — everyone complaining about Meta being broken, attribution falling off a cliff, CPAs skyrocketing, cost caps stop spending — Johnny looked at his dashboard and everything looked great.
- +$92,000/month - in abandonment flow revenue — emails that would've never been sent without Upstack
- 33% CAC reduction - meaningful improvement within the first week
- 90x ROI - exceptional return on the product
- 1.8x flow volume increase - dramatically more emails sent without cannibalizing existing flows
- Best month ever - within 30 days of deployment
- EMQ improvements to 7.5+ - for lower-funnel Meta events
- Stable performance during industry volatility - while others struggled, Perfect White Tee scaled
The Bottom Line
What changed for the brand
The Results:
- ROI
- 90x
- Driven email revenue
- +85%
- CAC reduction
- 33%
