Humantra Meta Account:
full structure and budget map.
One account, two budget buckets, seven campaigns. Every ad set runs on 7DC1DEV attribution. Spend allocation, exclusions, and creative direction are all built so the funnel reads cleanly and the new-customer numbers stay honest.
Attribution Window
7DC1DEV
7-day click, 1-day engaged view. Applied at every ad set. All optimization decisions read off the 7DC column.
Budget Split
85 / 15
85% to conversion campaigns, 15% to awareness. Reviewed monthly against blended CAC and reach efficiency.
Decision Framework
7DC results only
No view-through alone, no last-click. Scaling, killing, and creative calls all driven by 7DC performance.
Budget Allocation
Total account budget split between the two objectives, then sub-allocated across each campaign within the bucket.
Conversion85% of total budget
- Core CBO 80% conv · 68% total
- ABO Tester 10% conv · 8.5% total
- Retargeting 10% conv · 8.5% total
- Reengagement Small spend
- New Flavor Launch (no exclusions) Optional · launch only
Awareness15% of total budget
- Max Reach 50% aware · 7.5% total
- Landing Page Views 50% aware · 7.5% total
Conversion campaigns.
85% of total budgetFive campaigns. Every ad set excludes past purchasers (Shopify + Klaviyo + pixel syncs) unless noted. KPIs are new-customer CAC, ROAS, and AOV unless noted.
Core CBO
Sales · Purchase · CBO budget
Budget80% conv · 68% total
Ad Set · BAU Creative
Statics, videos, top performers. New creative gets tested here unless it's a step-change.
Excl.Past purchasers (Shopify + Klaviyo + pixel syncs)
Ad Set · Partnership Ads
Influencer + brand partner ads. Forced minimum so partnership spend doesn't get crowded out.
Excl.Past purchasers (Shopify + Klaviyo + pixel syncs)
Ad Set · Flavor Drop
Cycles in around new flavor launches. Winners migrate to BAU after the window, then this ad set shuts off until the next drop.
Excl.Past purchasers (Shopify + Klaviyo + pixel syncs)
ABO Tester
Sales · Purchase · ABO budget
Budget10% conv · 8.5% total
Ad Set · Broad ABO
Step-change tests only: new offers, new LPs, new product offerings (variety pack), big-name partnerships.
Excl.Past purchasers + 30-day engagers + 30-day site visitors
Retargeting
Sales · Purchase · CBO budget
Budget10% conv · 8.5% total
Ad Set · Site Visitors 180d
6-month website visitor pool. Sends to offer page or starter pack. Drives net-new subscriptions.
Excl.Lifetime purchasers
Ad Set · 5-Day + Partnership
5-day visitor window with partnership ads only. Partnership ads can serve in the same session, boosting frequency and trust through creators.
Excl.Lifetime purchasers
Reengagement
Sales · Purchase · CBO budget
BudgetSmall spend
Ad Set · Klaviyo Sync · Churned Subs
Custom audience built from Klaviyo sync. Subscribers with no purchase in 90+ days. Push back to subscription.
TargetingKlaviyo audience sync only. No interest layer.
New Flavor Launch
Sales · Purchase · CBO · No exclusions
BudgetOptional · launch only
Ad Set · Broad · No Exclusions
Open audience for new flavor drops. Past purchasers stay in target so repeat customers can buy. Lives outside the CBO so it doesn't compete with the new-customer ad sets for budget.
Excl.None. Past purchasers included on purpose.
Awareness campaigns.
15% of total budgetTwo campaigns building reach and traffic to seed retargeting pools and brand familiarity. KPIs are efficiency, not direct response.
Max Reach
Awareness · Reach optimization
Budget50% aware · 7.5% total
Ad Set · Cold Broad · Reach
Video-only. Brand intros, electrolytes 101, why Humantra is different. Founder and partnership ads work here too.
Excl.All past purchasers, all email subs, all site visitors, all engagers. (Video viewers stay in target.)
Landing Page Views
Traffic · LPV optimization
Budget50% aware · 7.5% total
Ad Set · Cold Broad · LPV
Mix of statics and videos. Feature + benefit driven. Drives to a dedicated TOF landing page built as a better brand intro.
Excl.Past purchasers, social engagers, video viewers
