Why fatty15 plans to double their ad spend in 2025 with Attribution’s advanced marketing analytics
When fatty15 needed to scale DTC business efficiently, their lean team used Attribution to consolidate previously fragmented marketing data and provide accurate conversion tracking across channels — enabling data-driven decisions for their growing media spend.
2x
more budget allocated to paid marketing in 2025
$200k+
saved annually per data hire
6-8 months
saved in implementation time vs. building in-house
8.94% CVR
ads channel revealed using position-based model
About
Fatty15, part of the Seraphina Therapeutics family of brands, is revolutionizing health with their patented molecule C15:0 — the first essential fatty acid to be discovered in over 90 years. After starting as a direct-to-consumer retailer in 2021, the brand, which raised Series A in October 2021, is growing rapidly while maintaining positive cash flow through efficient operations and strategic marketing investments.
“We always need to improve and refine our approach. The Attribution team has helped us create new data views and has added new capabilities for us, like better influencer tracking and multi-channel reporting. That allows us to keep making progress and improve how we measure our marketing.”
John Gareau
CRO @Seraphina Therapeutics
Challenge
Efficient growth required more accurate marketing attribution
As a lean startup with fewer than 20 employees, Fatty15 faced a critical challenge: they needed to scale their marketing efforts while maintaining operational efficiency. Their DTC business relies heavily on paid ads to drive growth, so it’s essential to understand the true impact of each advertising channel and campaign.
However, like many early-stage companies, fragmented data across multiple platforms kept them in the dark about which channels were actually driving conversion and revenue. Advertising vendors claimed credit for overlapping conversions, creating confusion over where revenue actually came from. When added together, the total reported across all vendors exceeded fFatty15’s total revenue. This made it impossible to determine the true effectiveness of their marketing and allocate their marketing spend efficiently.
As John Gareau, CRO at Seraphina Therapeutics, explains: “Facebook’s reporting that they’re taking 200 conversions; Google’s claiming 400 conversions. But if we only have 450 total conversions for that time period, I don’t know what to believe.”
The traditional solution would have been building an in-house data team — but that approach came with significant costs:
Salaries: An estimated $200,000+ annually per data analyst
Data management: Added expenses for data warehouse setup and maintenance
Implementation: 6-8 months minimum to launch a usable solution
Expertise: Hiring ETL specialists to handle data cleansing
As John explains, today’s brands need to be extra conscious of their finances and maintain positive cash flow. “Interest rates are up. Raising money is tough. So, you’ve got to do the best you can with the dollars you have,” he says.
Amidst this challenging environment, fatty15 needed a more capital-efficient attribution solution to deliver insights quickly while preserving the team’s lean operational model. That’s when Fatty15 found Attribution.
“You have to do the best you can with the money you have. And if you can get the value of an in-house team but spend a fraction of the cost by partnering with a platform like Attribution, that’s the pragmatic way to go.” – John Gareau, Chief Revenue Officer at Seraphina Therapeutics
“You have to do the best you can with the money you have. And if you can get the value of an in-house team but spend a fraction of the cost by partnering with a platform like Attribution, that’s the pragmatic way to go.”
John Gareau
CRO @Seraphina Therapeutics
Solution
Using Attribution’s data to drive informed marketing decisions while maintaining positive cash flow
For a startup focused on maintaining positive cash flow, Attribution gives fFatty15 the insights of a full data team at a fraction of the investment, helping them scale efficiently while preserving capital. To do this, Attribution creates a single source of truth that shows exactly how the company’s marketing touchpoints work together to drive sales.
Rather than relying on each platform’s biased, individual reporting, Attribution assigns each site visitor a unique ID upon their first interaction with fatty15. This ID persists throughout the customer journey, automatically connecting to their customer profile upon conversion and enabling accurate revenue attribution across channels.
The solution also provides Fatty15 with:
Consolidated marketing data: Attribution brings data from 100+ ad platforms into a single platform, eliminating the problem of conflicting conversion claims from different vendors.
Multi-touch attribution insights: Attribution reveals how different channels work together throughout the customer journey — from first touch to conversion — to enable smarter budget allocations.
Custom integration capabilities: When Fatty15 needed to integrate data from their influencer marketing platform Superfiliate, Attribution developed new APIs to sync their data. The integration provided clarity on the high ROAS Fatty15 sees from their partnerships channel, justifying their investment.
Agency-friendly workflow: Attribution’s flexible platform empowers Fatty15 to work efficiently with their agency partner, Mammoth Growth, maintaining a lean operational model while providing valuable access to sophisticated marketing analytics.
Working with Mammoth Growth, fFatty15 implemented Attribution’s platform and analyzed data from all their marketing channels. Within minutes of implementation, Attribution identified UTM tracking issues affecting their Pinterest analytics. The team quickly implemented a fix, ensuring accurate data moving forward.
The platform also helped identify opportunities for optimization with Microsoft Ads and Meta campaigns. This allowed the team to quickly spot and adjust ad spend.
“Attribution enables us to understand what role each channel plays in the funnel. A higher CPA might be acceptable because we can see clearly that channel is bringing more people into the funnel.”
John Gareau
CRO @Seraphina Therapeutics
Results
Revealing 8.94% CVR for Microsoft Ads using position-based modeling
These early wins with Attribution’s enterprise-level marketing analytics validate Fatty15’s data-driven approach to scaling their marketing efforts — without the enterprise-level costs.
Fatty15 is already using these insights to enable for significant growth in 2025. For instance, Mammoth Growth and the Attribution team identified Microsoft ads as a sleeper hit, with a conversion rate of 8.94% (nearly double the paid channel average of 4.58%) and a ROAS of 476.33% for the first two weeks of December 2024. They also identified some Meta campaigns with negative ROAS.
Insights like these have positioned the brand to:
Double their marketing budget in 2025 while maintaining a positive cash flo with confidence
Save $200k+ annually per hire to build a data team in-house
Reduce implementation time by 6-8 months vs. building in-house
Use position-based modeling to identify 2x CVR
Reveal 1,647.68% ROAS after implementing the Superfiliate integration
Looking ahead, fatty15 plans to leverage Attribution’s capabilities to optimize their expanding marketing mix to include new awareness channels like connected TV and YouTube. The platform will serve as their foundation for efficient growth as they scale while also maintaining their lean operational approach.
“Attribution enables us to understand what role each channel plays in the funnel. A higher CPA might be acceptable because we can see clearly that channel is bringing more people into the funnel.”
