One year of operating: the numbers on spend, revenue, margin, and 3 costly mistakes

Result

Retargeting Campaigns: Spend on retargeting ads brought an average 7x return on spend. This was crucial for increasing the conversion rate, especially in Q4.
Influencer Partnerships: Results were especially noticeable in Q3, with sales growing 40% after targeted campaigns with influencers in the niche.
Sales Funnel Optimization: Checkout page tweaks and the introduction of upsells and cross-sells increased average revenue per customer.

Product Launch Campaign: Launching a new product in Q2 resulted in a loss of R$ 30.000 due to poor targeting. The product didn't resonate with the target audience.
Overspending on Ads: In Q1, the initial strategy involved high spend without A/B testing, resulting in poor performance and R$ 20.000 in wasted spend.
Dependence on One Channel: In Q3, focusing too heavily on Facebook led to audience saturation, causing engagement metrics to drop.

Constant Testing and Learning: Using A/B tests on ads and sales pages is essential. We learned that small changes can have a big impact on the conversion rate.
Channel Diversification: Maintaining a multi-channel strategy (Google, Meta, TikTok) helps mitigate risk and reach different audiences.
Data Analysis: Using tools like FreeSpy to monitor competitors and trends helped us adjust campaigns in real time.

Review and Restructure Campaigns: Focus on retargeting and lookalike campaigns based on data from the past 12 months.
Invest in Email Marketing: Build a solid base of leads and customer engagement to increase repeat purchases.
Expand into New Markets: Evaluate the possibility of going international, focusing on European countries and using proven strategies.

What's your biggest lesson from a year of operating? What numbers can you share?