Snapchat Success: Jaded London Gains +6.7% in DPA ROAS by Focusing on Best Performing Products

Jaded London had already built a strong presence on Snapchat through brand awareness campaigns. 

To take things a step further, they looked for ways to strengthen their bottom-funnel performance by improving how products were selected and promoted in their DPAs.

Key areas of opportunity included:

• Product selection: Prioritizing high converting products to improve effectiveness of campaigns
• Budget efficiency: Aligning ad spends with product level performance to influence ROAS and customer acquisition
• Performance focus: More precise targeting based on actual product demand to drive conversions

To capture these opportunities, Jaded London’s media team collaborated with ROI Hunter to execute product-level optimization strategy. 

The objective was to enrich standard algorithms and unlock better performance by promoting only the products most likely to convert.

Smarter product selection

ROI Hunter introduced a strategic, data-led approach using automated product segments that update daily based on live performance data.

Using Google Analytics 4 data, two key criteria were used to define the new “Best Performers” segment:

• Products with a conversion rate above 1.5% — indicating high efficiency in driving purchases
• Top 30% of best-selling products — signaling strong customer demand

This resulted in a new “Best Performers” segment focused on products most likely to convert, setting the stage for a structured A/B test, evaluated using Fospha’s full-funnel attribution.

A/B Testing the approach

To measure the impact of this strategy, the “Best Performers” segment was tested against the brand’s Business-as-Usual setup (promoting all products) over a three-week period. Performance was tracked using Fospha, focusing on three key metrics:

• Return on Ad Spend (ROAS)
• New Customer Acquisition
• Customer Acquisition Cost (CAC)

Evaluating impact with Fospha

Beyond campaign-level measurement, Fospha also helped uncover the broader value of Snapchat in the conversion journey. Their insights showed that Snapchat’s impact, particularly through DPA campaigns, was significantly undervalued by traditional last-click attribution.

Using full-funnel measurement, Fospha attributed up to 8× more conversions to Snap, revealing performance that standard tools had missed. This gave the team the confidence to keep scaling the strategy, knowing it was delivering real results.

Combined with ROI Hunter’s product-level optimization, the brand was able to both prove and amplify the value of its Snapchat investment, confirming the platform’s potential as a reliable driver of DPA performance.

After just three weeks of testing the new “Best Performers” segment, the impact was clear.

By narrowing the focus to best-performing products, Jaded London saw measurable improvements across all key metrics without increasing budget.

📈 +6.7% ROAS — Campaigns delivered more value for every dollar spent
🛍️ +6.5% New Conversions — More customers reached and converted
💸 -6.3% CAC — Lower cost to acquire each new customer

The success of the test quickly turned this approach into Jaded London’s go-to strategy for all dynamic campaigns. Snapchat DPAs, combined with strategic segmentation from ROI Hunter and full-funnel insights from Fospha,  helped the brand uncover the true value of the platform, giving them the confidence to scale further and invest in even broader adoption.

What began as a pilot in the UK gained momentum fast, the team has since rolled out the product-performance strategy across their US operations, making it a cornerstone of their global digital advertising strategy.