JAN 2025: ROAS Report
Karan Dharamsi
Founder & CEO TMN | Ex Co-founder Indian Rani | Partner Lab Grown Diamonds Magazine
What's up?
Although, I'm calling it a report, this is kind of a summary of what the ROAS in Jan looked like across all the brands we manage.
Let me divide it into 3 broad categories that we have clients across:
1.Fashion: Over 60% of our D2C clients are from the fashion space.
The average ROAS in the women's fashion space across the brands we manage was 3.53. This was a slight drop from Dec, but overall I am happy with the results. We were able to scale a lot of brands by 10 to 14% on an average.
The average ROAS in the men's fashion space across the brands we manage was 3.3. This was almost on-par with Dec. The ROAS in men's fashionwear space is always slightly lower generally because the AOV is comparatively higher. But there are exceptions of course. For most brands, we kept the ad spend similar to Dec and revenue was almost similar or slightly higher than December which IMHO is acceptable in the month of Jan.
2. Beauty: The 2nd biggest category we manage is the makeup and self-care focused brands.
The average ROAS in this space was 3.62 across all the brands. Well, some brands did over a ROAS of over 4, while some were just above 3.10 since they wanted to scale faster. We have been testing a lot of AI based video ads in this category and it's been performing exceptionally well helping us set up brand anchors.
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3. Lab Grown Diamonds: We work with several brands now in this category too.
Since the ticket size is fairly high compared to a fashion or beauty brand and since these brands also need a lot of trust building and education, ROAS wouldn't be a factor to consider this early in the lifecycle of these brands.
Also, it's been just a month or two that we have been working with these brands. So currently, I'm tracking the number of orders and revenue as the KPIs and the goal is to get the orders flowing in consistently using our 'Trust and Buy' funnel.
The Lab Grown Diamond brands require a different approach. The typical conversion campaigns won't be effective.
Starting next month, I'll plan on creating detailed reports for each month so you have more context to understand these numbers and how and what we are doing and what's not working well.
Feb looks good so far. Should surpass Jan numbers.
All the best.
Karan Dharamsi