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Budget overview & key metrics
Case: Canapuff.com
Period: June 1, 2024 – October 23, 2024
Before we dive into the details, here’s a quick snapshot of what
we’ve achieved:
Total Budget Invested:
● €60,000 (equivalent to 1,500,000 CZK invested across 3 ad accounts)
Key Metrics:
● Total Sales (Revenue): €423,676.23 (~10,878,547 CZK)
● Total Ad Spend: €60,000 (~1,500,000 CZK)
● Total Conversions: 1,694 sales
● Impressions: 3,285,765
● Cost Per Conversion (CPA): €12 (~299 CZK)
● Cost per 1,000 Impressions (CPM): €6.32 (~154 CZK)
● Cost per Click (CPC): €0.32 (~7.95 CZK)
● Click-Through Rate (CTR): 0.68%
● Conversion Rate (CR): 1.9%
● Average Order Value (AOV): €233.36
● Total Online Store Sessions: 435,304
Now that we’ve set the stage, let me tell you the full story of how these numbers came to be and what they mean for us.
Before we dive into the details, here’s a quick snapshot of what
we’ve achieved:
Total Budget Invested:
● €60,000 (equivalent to 1,500,000 CZK invested across 3 ad accounts)
Key Metrics:
● Total Sales (Revenue): €423,676.23 (~10,878,547 CZK)
● Total Ad Spend: €60,000 (~1,500,000 CZK)
● Total Conversions: 1,694 sales
● Impressions: 3,285,765
● Cost Per Conversion (CPA): €12 (~299 CZK)
● Cost per 1,000 Impressions (CPM): €6.32 (~154 CZK)
● Cost per Click (CPC): €0.32 (~7.95 CZK)
● Click-Through Rate (CTR): 0.68%
● Conversion Rate (CR): 1.9%
● Average Order Value (AOV): €233.36
● Total Online Store Sessions: 435,304
Now that we’ve set the stage, let me tell you the full story of how these numbers came to be and what they mean for us.
Phase 1: Step one: lighting the fire – launching the campaigns
At the start, like with any project, we needed to see what works and what doesn’t. We divided the €60,000 budget across three ad accounts, kicked off the campaigns, and waited for the magic to unfold. The ads quickly reached over 3.28 million impressions, and we thought: “Great, orders should start rolling in any minute. ” But as every experienced marketer knows: “Not every impression leads to a click, and not every click results in a sale. ” So, we took a deeper dive into the details.
Where we got hooked:
click-through rate (CTR)
Once we had the campaigns up and running, we noticed a CTR of 0.68%. What does this mean? It means that for every 100 people who saw our ads, less than 1 person clicked. Not bad, but there’s room for improvement. So we brainstormed: “We’ve got room to grow here. Let’s tweak the creatives. ”We refreshed the ad copy, added more engaging visuals, and started testing these new versions. And guess what? The CTR began to improve little by little.
But here’s where the magic happened: cost per conversion (CPA)
While we were working on the CTR, we saw real success in the cost per conversion (CPA). And this is where things really took off: Our CPA averaged out at just €12. Now, what does this mean? For every €12 we spent, we gained one sale. That’s fantastic, especially when you consider that the average order value (AOV) was €233.36. So for every €12 invested, we brought in €233 in revenue. Talk about a solid return on investment!
The big picture: from €60,000 to €423,676 in sales
Now let’s talk about the website’s performance. Out of the 435,000 sessions, we achieved a conversion rate of 1.9%. This means that for every 100 visitors, nearly 2 people completed a purchase. And by the end of the campaign period, we processed 8,042 orders, bringing in a total of €423,676.23.
This is a remarkable achievement: Nearly €424,000 in sales from an initial investment of
€60,000. That’s what we call a strong return, wouldn’t you agree?
This is a remarkable achievement: Nearly €424,000 in sales from an initial investment of
€60,000. That’s what we call a strong return, wouldn’t you agree?
The cart abandonment story: what happened at checkout?
But here’s where things got interesting. We noticed that while 6% of visitors added items to their cart, only 3% completed the purchase. What does that tell us? It means that customers were interested — they were right at the finish line— but something stopped them from finalizing their order.
Solution? Retargeting! We reminded these visitors that their cart was still waiting for them. We also sweetened the deal with time-sensitive discounts or free shipping to nudge them to complete the purchase.
Solution? Retargeting! We reminded these visitors that their cart was still waiting for them. We also sweetened the deal with time-sensitive discounts or free shipping to nudge them to complete the purchase.
How we’ll make it even better
1. Improving the Click-Through Rate (CTR):
Our CTR of 0.68% is decent, but we know we can do better. We’ll continue refining our ad creatives and testing different messages to boost this number even higher.
2. Retargeting for Abandoned Carts:
With 6% of visitors adding to their carts, but only 3% converting, we have a huge opportunity. By running targeted retargeting campaigns, we’ll remind them that their items are still waiting and offer an extra incentive to complete the sale.
3. Optimizing the Checkout Process: We’ll make the checkout process faster and more intuitive. Fewer steps, faster page loading, and multiple payment options will make it easier for customers to finish their orders.
Our CTR of 0.68% is decent, but we know we can do better. We’ll continue refining our ad creatives and testing different messages to boost this number even higher.
2. Retargeting for Abandoned Carts:
With 6% of visitors adding to their carts, but only 3% converting, we have a huge opportunity. By running targeted retargeting campaigns, we’ll remind them that their items are still waiting and offer an extra incentive to complete the sale.
3. Optimizing the Checkout Process: We’ll make the checkout process faster and more intuitive. Fewer steps, faster page loading, and multiple payment options will make it easier for customers to finish their orders.
The big takeaway: what have we achieved?
Today, we can confidently say that we’ve made great strides. We’ve turned €60,000 into nearly €424,000 in sales, and we have a clear path forward to make these results even better.
We have a plan to:
● Boost CTR by continuing to improve ad creativity and targeting.
● Increase sales through retargeting customers who didn’t complete their purchases.
● Improve conversion rates by optimizing the checkout process.
The numbers are impressive, but we’re just getting started.
We have a plan to:
● Boost CTR by continuing to improve ad creativity and targeting.
● Increase sales through retargeting customers who didn’t complete their purchases.
● Improve conversion rates by optimizing the checkout process.
The numbers are impressive, but we’re just getting started.
Explore our live campaigns in action
We’re always testing, refining, and optimizing. Here’s a direct link to our current live campaigns, where you can see firsthand how we work, the creatives we’re running, and the strategies we’re implementing:
Phase 2. Building predictable performance
November 2024 – May 2025: from stabilization to scalable growth
After Phase I (June – October 2024) generated over €420,000 in revenue with strong ROAS, we stepped into a much tougher stretch:
A phase where campaigns either run with structure - or fall apart fast.
Phase Objectives:
- the unpredictable autumn
- peak holiday season
- the quiet Q1 slowdown
A phase where campaigns either run with structure - or fall apart fast.
Phase Objectives:
- Sustain high performance through the high - stakes holiday season
- Avoid revenue drop-offs in the cold January - February corridor
- Build a predictive performance marketing system with clear, reliable metrics
1. Strategic shift to
a marketing infrastructure
If the first phase was about ignition, the second was about building tracks - like laying a railway network:
Each campaign was assigned a clear purpose, a measurable goal, and a timeline. No budget moved without data. No decision without evidence.
This wasn’t campaign management. It was infrastructure engineering.
- Main rails - evergreen campaigns to carry consistent volume
- Express lines - seasonal acceleration for Black Friday, Christmas, Valentine’s Day
- Traffic control - continuous optimization with ROAS as the north star
Each campaign was assigned a clear purpose, a measurable goal, and a timeline. No budget moved without data. No decision without evidence.
This wasn’t campaign management. It was infrastructure engineering.
2. Optimization in motion
ROAS-Oriented Scaling
We applied a strict rule: no scaling without proof.
Only campaigns that passed the minimum ROAS threshold got budget expansion.
At peak, campaigns like MT – Soft – Kosik (France) hit ROAS of 6.7. The system-wide average held between 4.2 and 5.1.
This wasn’t luck. It was structure speaking.
Segmentation by Profitability
Some markets, like the Netherlands and Hungary, showed diminishing returns. Those were pulled back to retargeting only.
Meanwhile, France, Germany, and Austria became the new growth core. We doubled down where ROAS delivered - and cut where it didn’t.
We applied a strict rule: no scaling without proof.
Only campaigns that passed the minimum ROAS threshold got budget expansion.
At peak, campaigns like MT – Soft – Kosik (France) hit ROAS of 6.7. The system-wide average held between 4.2 and 5.1.
This wasn’t luck. It was structure speaking.
Segmentation by Profitability
Some markets, like the Netherlands and Hungary, showed diminishing returns. Those were pulled back to retargeting only.
Meanwhile, France, Germany, and Austria became the new growth core. We doubled down where ROAS delivered - and cut where it didn’t.
3. The numbers that matter
Revenue for period – €2,676,070
Growth vs. previous cycle – +1.4 %
Meta conversions – 8,781
Strongest month – April 2025 – €575,716
Weakest month – July 2024 – €16,076
Average CAC (Meta) – €14-15
Top 5 Campaigns Avg. ROAS – 5.3
Growth vs. previous cycle – +1.4 %
Meta conversions – 8,781
Strongest month – April 2025 – €575,716
Weakest month – July 2024 – €16,076
Average CAC (Meta) – €14-15
Top 5 Campaigns Avg. ROAS – 5.3
Final summary: from chaos marketing to controlled growth
In the past 12 months, Cannapuff has proven what “growth with structure” really looks like:
The Cannapuff story isn’t about going viral.
It’s about disciplined execution. Quiet, patient, systematic performance. That delivers. Consistently. As it should.
- Built a predictive, scalable performance system
- Cut non-performing markets with zero revenue loss
- Scaled only where return was proven
- Created true media assets - in the form of high-performing creatives and real campaign data
The Cannapuff story isn’t about going viral.
It’s about disciplined execution. Quiet, patient, systematic performance. That delivers. Consistently. As it should.
Top-performing
Meta campaigns
Breakdown of 6 campaigns (e.g. C1 – ALLC Campaign, Advantage+ Shopping PT/ES)
Key Metrics Tracked:
Performance Snapshot:
🧾 2,490 total purchases
💰 CZK 3,140,821.89 in tracked conversion value (125 890 EUR)
Key Metrics Tracked:
- Total purchases
- Cost per conversion (CPC)
- Spend efficiency
- Purchase conversion value
Performance Snapshot:
🧾 2,490 total purchases
💰 CZK 3,140,821.89 in tracked conversion value (125 890 EUR)
Breakdown of 6 campaigns (C2 – World, MT – DE, MT – DK)
What Stood Out:
Total Conversion Value:
💰 CZK 3,419,278.32 (137 051 EUR)
What Stood Out:
- Strong blend on website purchases
- Consistently high return on ad spend (ROAS)
- Over 2,296 total conversions
Total Conversion Value:
💰 CZK 3,419,278.32 (137 051 EUR)
Snapshot: 2 Focused Campaigns (e.g. ALL – C1 – MERGADO) Lean
Setup, Strong Output:
Strategic insight: A textbook example of “less, but smarter”. Minimal structure, maximum return. When the targeting is right and the creative hits - you don’t need volume to win.
Setup, Strong Output:
- Just 2 active campaigns
- Delivered 1,057 purchases
- Total conversion value: CZK 1,571,756.55 (63000,72 EUR)
- Low cost per result: CZK 414.79 (16,63 EUR)
Strategic insight: A textbook example of “less, but smarter”. Minimal structure, maximum return. When the targeting is right and the creative hits - you don’t need volume to win.
Deep-dive: 14 campaigns in focus (majority labeled MT – Nakup – Soft)
Total Output:
High Granularity:
This dataset offers rich campaign-level detail, making it perfect for building Top 10 performance visualizations or drilling down into segment-based ROAS.
Strategic Insight:
A full-funnel snapshot at scale - ideal when you need to shift from campaign intuition to data-backed prioritization.
- 8,781 purchases
- CZK 21,577,305.02 in total conversion value (864 883,12 EUR)
High Granularity:
This dataset offers rich campaign-level detail, making it perfect for building Top 10 performance visualizations or drilling down into segment-based ROAS.
Strategic Insight:
A full-funnel snapshot at scale - ideal when you need to shift from campaign intuition to data-backed prioritization.
If this approach sparked ideas or raised questions, we’d welcome the opportunity to talk. Whether you're exploring new directions or refining what already works - we're here to share, listen, and help you think it through.
What’s next
