Rebuilding Meta into a predictable driver of full funnel growth

Facet uses First Click Attributed results modeled through Segment. All figures below are tied to the Business Source of Truth, not reliant on platform attributed results or incremental measures.

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First 12 Months Review

+350% in Sales Qualified Opps

Scaled the overall pipeline, bringing top line growth to leads while maintaining strong quality and major growth in total SQOs

+48% in ARPC

Drove meaningful growth in revenue per customer by targeting investment against higher yield segments along with new pricing structure

+250% in New Members

Bottom line Member growth accelerated with a scaled pipeline of new leads and SQOs that fed a more robust sales pipeline

+421% in Revenue

Significant growth in overall Revenue as we successfully navigated multiple price increases as offering expanded

The problem

Facet needed to unlock incremental growth through Meta while maintaining efficiency and lead quality. The existing account structure limited scale, with overly consolidated campaigns making it difficult to prioritize spend toward top performing ads, audiences, and segments. In addition, incomplete tracking reduced visibility at lower levels of granularity, constraining decision making and creative optimization.

Compounding these challenges, the account needed to navigate platform level constraints, including special category requirements, alongside multiple pricing changes that placed pressure on conversion rates.

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How We Did It

Nodus began by addressing the underlying data foundation. We built a full funnel data model that enabled visibility across the entire customer journey, connecting lead acquisition through to day of sale outcomes. Multiple attribution views were layered into this model, allowing sales to be tied back to both lead creation timing and downstream conversion behavior.

With improved measurement in place, we reoriented Meta investment with greater confidence, accelerating spend while delivering clearer creative and audience insights through expanded data tagging. This enabled stronger feedback loops between performance data and creative strategy.

During this period, Nodus also adapted the account to new special category designations and pricing changes. Despite tighter audience constraints and conversion rate pressure, diversified creative testing, refined retargeting strategies, and data informed iteration allowed Meta to remain a meaningful driver of growth and pipeline expansion.