2,096 app purchases from Meta and sales doubled in a month for a women’s planner app.
2,096 purchases from Meta.
At an average of A$16.91 each.
Every one tracked through Stripe, from one purchase campaign for a planner and wellness app.
Sales doubled in one month.
From $25.9K to $52.1K.
Within a month of us taking over paid media. Monthly purchases then grew 126% from September to January.
Client overview
In Charge is a calendar, planner and wellness app built for women. A strong product with a loyal community, but growth leaned on organic social and word of mouth.
It needed to:
Turn attention into paying customers
Scale paid acquisition without losing efficiency
Trace every sale back to the ad that drove it
The challenge
App growth lives and dies on acquisition cost:
No reliable link between ad spend and purchases
A website that wasn’t built to convert paid traffic
No affiliate or referral engine
Creative that tires quickly at scale
The product was ready. The growth engine wasn’t.
A growth system built for a consumer app.
Phase 1
Website and tracking
We rebuilt the foundation:
A new website designed to convert paid traffic
Stripe purchase tracking connected to Meta
Server side tracking for cleaner data
Every sale traced back to its campaign
Phase 2
Meta purchase campaigns
We built the Meta account in three layers:
Layer 1
Audiences
Audiences built on intent:
Women interested in planning, wellness and productivity
Engaged followers and website visitors
Lookalikes built from paying customers
Layer 2
Creative
Creative made for the feed:
Short app walkthroughs
Creator and community content
New angles tested every month
Layer 3
Optimisation
Campaigns optimised for purchases:
Bidding on Stripe purchase events, not clicks
Budget moved to the ads that sell
Pushes timed to the peak planning season
This is why the cost per purchase fell as spend grew. The account learned who buys.
Phase 3
Affiliate program
A second acquisition channel:
An affiliate program set up and managed
Creators rewarded for real sales
Content that also feeds the paid creative
Phase 4
Scaling with control
Scale without losing efficiency:
Spend raised month by month while results held
The new year planning season captured at its peak
Cost per purchase watched every week
Ads are paused while the team builds a new app, with tracking ready to reconnect at launch.
More purchases at a lower cost
What this means
Purchases more than doubled in four months.
The cost per purchase fell 22%.
Spend rose 76% and efficiency still improved.
Every A$1,000 bought about 75 purchases instead of 58.
Scaling usually makes ads more expensive. This account got cheaper as it grew.
Building momentum
September: 149 purchases at A$17.10
October: 187 purchases at A$12.52
November: 175 purchases at A$16.51
Peak season and beyond
December: 289 purchases at A$14.73
January: 337 purchases at A$13.30
April: 266 purchases at A$18.00
The story
The account scaled into the new year planning season, when demand for planners peaks. January delivered 337 purchases, the best month on record, at the lowest cost per purchase of the peak.
Why it matters
Every purchase is tracked through Stripe, so these are real sales, not estimates. More than 2,000 customers came through one channel, with the data ready to scale again when the new app launches.
Sales impact
Total purchases from Meta: 2,096
Average cost per purchase: A$16.91
Best month: 337 purchases in January 2026
Within a month of us taking over paid media, sales doubled from $25.9K to $52.1K. The system then held its efficiency as spend grew through the peak season.
What the client says
“Working with Ilett Digital has been one of the best business decisions we have made... What I appreciate most is their initiative to constantly bring us new ideas to help us grow, rather than just doing what we ask for.”
“The first digital strategy company I have had any faith in, as a 20 year entrepreneur... none of them in 15 years have made my phone ring in any significant way whatsoever. The first to make a difference... and my niche would have to be one of the hardest markets to go after.”
“Our enquiries have increased through Adwords campaigns, which has turned into sales for our transport services. So much so I may need another bus to keep up with the demand.”
Most ad accounts get more expensive as spend grows. This one got cheaper through the peak.
Every sale makes the next one easier:
Stripe purchases tell Meta exactly who buys
Meta finds more people like them
Creative is refreshed before it tires
Budget follows the ads that sell
Each channel strengthens the others:
The website converts paid and organic traffic
Affiliates bring in buyers and fresh content
Meta scales what works
Purchase data shapes every next campaign
The system is stronger than any one channel.
In Charge is building a new app. When it launches:
Tracking reconnects to the new purchase flow
Audiences built from 2,000+ buyers are ready to use
Creative restarts from what already sold
The affiliate program carries straight over
The next launch starts from data, not from zero.
Immediate impact
2,096 purchases from Meta
Sales doubled within a month
Purchases up 126% from September to January
Cost per purchase down 22% while spend grew
Long-term assets
A website built to convert
Stripe purchase tracking connected to Meta
An affiliate program
Audiences built from real buyers
Strategic position
A repeatable launch playbook
Lower acquisition costs at scale
Data ready for the new app
A growth partner bringing new ideas, not just taking orders
The result
In Charge didn’t just buy ads. It built a growth engine it can restart on demand.
Common questions
Purchase campaigns start producing sales in the first weeks. For In Charge, sales doubled within a month of us taking over paid media. The bigger gains came as purchase data trained the account through the peak season.
Yes. The same system works for apps, memberships and online products: a site built to convert, accurate purchase tracking and campaigns optimised for real sales.
The team is building a new version of the app. Pausing spend until launch protects the budget, and the tracking, audiences and creative are ready to restart when it ships.
Next move is a conversation.
If your ads bring clicks but not customers, we should talk.
We build growth systems for businesses ready to scale predictably, from local services to apps with customers around the world.