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Overview
La Belle Perfumes, a leading online fragrance retailer, partnered with Nostra.ai to recover lost attribution and optimize paid media performance. Over 50 days, they tested Edge ID across Klaviyo, Google, and Meta, measuring how persistent identification impacts retargeting, ROAS, and conversion efficiency.
The Challenge
La Belle Perfumes had everything dialed in from strong creative, loyal customers, and consistent traffic across Meta, Google, and Klaviyo. But something beneath the surface had shifted.
Conversions were up, yet reported ROAS was trending down. Meta campaigns that once delivered dependable returns started showing inflated CPMs and weaker attribution. Abandoned cart flows in Klaviyo were firing less often, even as traffic held steady. And Google Ads, which historically captured last-click conversions, began underreporting entire purchase paths. It wasn’t a performance issue, it was a visibility issue.
As cookie lifespans shrank and iOS privacy rules tightened, La Belle’s marketing team was losing sight of their customers between sessions. When shoppers left and returned, they often appeared as new users, erasing the continuity that powers retargeting and personalization.
Without that connection:
Automation signals weakened. Klaviyo’s abandoned-cart and browse-trigger flows couldn’t fire consistently.
Retargeting broke down. Audiences shrank because returning users weren’t being recognized.
Ad platforms lost context. Meta and Google struggled to attribute conversions to the right campaign.
And with most third-party cookies disappearing after just seven days, visibility into longer buying cycles vanished completely. Shoppers who discovered a fragrance, compared prices, and returned a week later were no longer attributed to the original ad or email that brought them in.
La Belle didn’t need a bigger budget, they needed a better understanding. Which ads truly influenced a sale, and how customers moved through a longer, more thoughtful buying journey.
The Solution: Edge ID
Nostra’s Edge ID reconnects fragmented user sessions by extending identification at the network level, beyond traditional cookies and client-side scripts. This ensures Klaviyo, Meta, and Google Ads receive consistent event signals across sessions, browsers, and devices.
By running a live test over 50+ days, La Belle Perfumes was able to benchmark performance across key acquisition and retention platforms.
Results
Klaviyo – 106% Increase in Abandonment Capture, after implementing Edge ID, La Belle saw abandoned cart triggers rise from 1.41% of sessions at launch to 2.9% at peak, a 106% lift in recaptured intent signals. This improvement directly enhanced Klaviyo’s flow performance and downstream revenue from abandoned cart automations.
Meta – 90.4% ROAS Improvement, even with an 11% reduction in ad spend, Meta campaigns produced 69% higher 28-day click-attributed revenue. Overall, ROAS climbed from 6.2x → 11.8x, demonstrating that better attribution delivers more efficient spend without additional budget.
Google – 28.56% Revenue Lift and 34.86% ROAS Increase, on paid search, Nostra’s persistent tracking allowed Google Ads to connect more conversions back to paid traffic. Improving reported revenue by 28.56% and ROAS by 34.86%.
La Belle Perfumes’ journey proves that growth isn’t just about spending more, it’s about seeing more. By restoring visibility across Meta, Google, and Klaviyo, Nostra’s Edge ID gave the brand back the clarity to understand which ads actually drive revenue and how customers truly buy. What began as a test to measure attribution turned into a transformation in efficiency: higher ROAS, stronger retargeting, and better signal fidelity across every channel.
For La Belle, this wasn’t just a technology upgrade, it was a mindset shift. With data that finally reflects reality, their team can now scale with precision, knowing every dollar invested is tracked, attributed, and optimized for impact.
