3.4x more attributed revenue than other post-purchase ad channels. ~100% higher ROAS during peak season. ~$30K in upsell revenue in a single month from one product.
The opportunity
Cozy Earth's acquisition team had scale. Meta and Google were driving demand. The question wasn't whether to grow; it was how to grow efficiently.
At one point, the team was running 10 to 20 performance channels simultaneously. Emilie Nielson, Digital Media Buyer at Cozy Earth, wanted clarity on whether those channels were working together or against each other: were they driving net-new revenue, or overlapping and inflating performance numbers?
To find out, Cozy Earth partnered with performance agency Haus to run a geo-lift (DMA exclusion) incrementality test across their entire paid media mix. Every channel was evaluated against the same question: would these conversions still happen without this channel?
"We had around 10 to 20 channels… and from that test we saw that because we had so many, each was less impactful," Emilie said.
The unlock
With so many channels active at once, they weren't compounding performance. They were competing for it.
Cozy Earth's response was counterintuitive: reduce the mix, not expand it. They cut underperforming and overlapping channels and consolidated spend into fewer, higher-impact drivers. The results were immediate. "We were able to cut channels, and then incrementality and impact improved on all of them," Emilie said.
That media mix consolidation became the foundation for everything that followed.
Within it, Cozy Earth began testing post-purchase channels, including Rokt Ads. Evaluated under the same rigorous conditions as every other channel, post-purchase proved to be one of their strongest performers.
We wanted to see if Rokt Thanks could reach new customers that we hadn't already," Emilie explained. Her team tested multiple post-purchase platforms side by side. Rokt quickly separated from the pack. "Rokt outperformed any other post-purchase advertising.
Rather than optimizing for volume alone, Cozy Earth aligned Rokt with their broader acquisition strategy: ROAS-based bidding to maintain efficiency, traffic driven directly to sales pages, and lookalike audiences built from high-LTV customers and continuously refreshed in real time. Emilie's goal was to "train the system to prioritize a higher quality customer over just volume and avoid low-value buyers."
Rokt's performance was validated through the same Haus geo-lift methodology used to evaluate every other channel, then confirmed in Northbeam via Rokt's integration. The outcomes: positive incrementality results, strong performance relative to other post-purchase channels, and clear contribution to new customer acquisition. Emille said,
Rokt Ads turned out to be an amazing performance channel for us to get in front of an entirely new audience,
With Rokt Ads validated, Cozy Earth expanded its post-purchase strategy heading into peak season. They activated Rokt Thanks and Rokt Aftersell checkout upsells, turning high-intent moments into additional revenue from traffic their existing channels were already driving.
Both placements sit within the Transaction Moment™, after the purchase decision is already made. Rokt Thanks scaled alongside seasonal demand, reaching $0.17 revenue per transaction during the holiday period. Rokt Aftersell checkout upsells delivered a 5.48% conversion rate and $0.33 revenue per transaction, generating roughly $30K in upsell revenue in a single month from one product: Cozy Earth's holiday gift box.
The results
After consolidating Cozy Earth's media mix, performance improved across remaining channels, incrementality increased, and attribution became clearer.
From post-purchase specifically:
- 3.4x more attributed revenue than other post-purchase ad channels
- ~100% higher ROAS compared to other post-purchase channels during peak season
- $0.17 revenue per transaction from Rokt Thanks during the holiday period
- 5.48% conversion rate from Rokt Aftersell checkout upsells
- $0.33 revenue per transaction from checkout upsells
- ~$30K in upsell revenue in one month from a single product
Rokt Ads scales well during high-intent periods like BFCM, delivering strong revenue and ROAS where other post-purchase ad channels struggle as spend increases.
Rokt has been the best post-purchase channel we've tested so far. The team is incredibly responsive, aligned with our goals, and fully supports how we measure performance.
--Emilie Nielson, Digital Media Buyer, Cozy Earth
Measuring what actually works
Cozy Earth holds every channel to the same standard: would this revenue exist without this channel? When Rokt Ads cleared the same geo-lift test used to cut other channels, it earned its place in a leaner, higher-performing media mix. Post-purchase went from a test to one of their most efficient, incremental acquisition channels.
.png)