How WePink Increased Its ROAS by 61% with Accurate Data and Confident Decision-Making
WePink is a leading cosmetics company in Latin America, with revenues exceeding R$200 million per month, according to Forbes. After a period of rapid growth, the brand now faces the challenge of sustaining high sales and market leadership. Staying on top requires continuous innovation and strategic evolution.
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61+
3x+
+Growth
Monthly revenue increase
We were selling a lot, but we couldn't trust the numbers. The metrics seemed skewed, making it difficult to justify investments. What was once invisible is now measurable. We understand exactly what works and where we need to focus to scale safely.
Felipe, Head of E-commerce - WePink
Challenge
After experiencing exponential sales growth in recent years, the brand now faces unique challenges: maintaining high sales volumes and staying at the top.
Inflated numbers and unreliable data from ad platforms. With a substantial monthly media investment, the discrepancy between Meta Ads reports and actual sales results made strategic decision-making difficult.
The team questioned: “Are sales really coming from ads, or just from influencers? What if we paused the ads? Would we actually save millions in the budget?”
Yes, Meta Ads contributed to sales, but at what point in the customer journey, and exactly how much did the platform influence the final result?
The sales platform reported that less than 10% of the final results came from last-click attribution compared to what Meta Ads reported. Of the total R$60 million in sales, Meta claimed R$38 million, while the sales platform reported only R$2-3 million. So, how could the company proceed with such inconsistencies?
The company also faced problems with UTM parameters getting lost along the journey, making it impossible to trust platforms like Google Analytics.
Solution
After multiple experiences with agencies that promised technical improvements in sales tracking, but failed to deliver, WePink turned to Nemu for an urgent solution for three main reasons:
A multi-touch attribution model (MTA) that significantly outperformed market solutions limited to Meta’s First Click or Last Click models.
Enterprise-level service, equipped with attribution specialists and a strong commitment to adapting quickly to the needs of Latin America's number one cosmetics brand.
Expert recommendations: Nemu was recommended by Diego Santana—owner of the E-commerce Rocket agency and one of the most respected voices in performance marketing—who has also invested in companies like RD Station (a reference in marketing) and iFood.
By integrating Nemu, WePink was able to track the entire customer journey, solving key issues:
Third-party cookies data, which had an average inaccuracy of 30% due to LGPD regulations.
Loss of UTM tracking during the customer journey, which invalidated the last-click attribution reported by the sales platform.
Results
Results with Nemu Implementation
Clients who use Nemu to scale their results
Business Impact
As a result, in addition to the increase in ROAS, confidence in data translated into a 3x increase in the advertising budget, as the marketing team was able to prove the exact contribution of ads to the company’s board.They expanded Nemu’s services and included their second brand, Wpink, due to the positive experience they had.
Full confidence in the data presented to the board;
Ability to defend numbers in presentations with clarity and security;
Strategic vision of the customer journey, from first click to conversion;
Solid foundation for scaling investments without margin for errors.
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