How Paire cut CAC by 20% in 60 days with Upstack Signal

Overview

Paire makes it easy to feel good. Their clothing is designed with one simple idea: comfort should never come at the cost of the planet.

Rex and Nathan started Paire after asking themselves why simple, comfortable, and sustainable clothing was so hard to find. The fashion industry was stuck on throwaway trends and overconsumption, and neither of them saw the point in adding more of the same. They wanted clothes you would reach for every day — pieces that last longer and feel better.

So they decided to rethink the basics. Instead of chasing fast fashion cycles, they asked what it would mean to make timeless essentials that work season after season.

Rex used his skills in fabric technology to develop softer, stronger, more breathable materials. Nathan focused on sustainability and design that would hold up with repeated wear.

What started in Rex's garage, with the two of them packing every order by hand, has grown into a team of 20. Today, Paire sells its products worldwide and has a flagship store in QV Melbourne.

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The Challenge

Paire's ad spend wasn't telling the full story

Nathan had already tried several tracking tools promising big performance improvements.

He previously used Instant, which claimed to boost Klaviyo flows. While Instant dashboards showed significant improvements, further analysis showed no meaningful lift in top-line revenue or efficiency. The cost was also nearly 2x that of Upstack.

Meta performance was strong, but upon review, their CAPI provider simply wasn't equipped to provide advanced enrichment capabilities.

As Paire scaled, acquisition costs were climbing. Roughly $25,000 in sales went unattributed before they tightened their setup. That meant they couldn't link revenue back to the campaigns that deserved more investment. Spend was increasing, but efficiency was dropping.

Over the 60 days prior to Upstack:

• Revenue scaled 25%
• Spend increased 47%
• MER dropped 17%

After trying other tools without results, Paire was skeptical of what Upstack could do differently.

Paire wasn't feeding the algorithm with high-quality data to drive efficient spend. They needed sharper visibility into what drove sales. Missing insights left the brand unsure whether to invest more, cut back, or shift their campaign strategy.

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The Solution

Building confidence in campaign spend and signal optimization

Before Upstack, Paire was running campaigns without a clear picture of returns. Events weren't firing consistently, and revenue tracking often missed the mark. The brand knew they were wasting money but didn't have the data to act on it.

Despite his doubts, Nathan decided to trial Upstack. In less than 30 minutes, Upstack replaced their existing solutions with:

• No developers needed
• No creative changes required
• No migration headaches

From day one, Upstack's Identity Platform went to work:

• Stitching fragmented sessions into real customer journeys
• Resolving anonymous traffic into real people
• Feeding Meta enriched conversion events via Upstack Signal

With higher-quality identity data flowing into Meta, the algorithm could finally optimize toward the right audience.

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The Results

Smarter data led to increased spend efficiency and drove incremental performance improvements

When Paire came on board, event gaps and missing attribution made it difficult to trust campaign performance.

Upstack cleaned up event capture, stitched signals across devices, and tied campaigns to true purchase behavior. Within months, Paire could see which ads were profitable and which weren't — letting the team pull back wasted spend without losing revenue momentum.

After 60 days with Upstack Signal and Upstack Flow:

• Blended CAC decreased by 20%
• MER improved by 24%
• RAAD (Revenue After Ad Spend) up 18%
• Drove $28K incremental revenue with Upstack Flow

Paire was now able to meaningfully improve their CAC and MER. Meta's algorithm began targeting better and performing predictably, and the team could finally scale spend with confidence.

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From skeptics to believers

Paire's previous tools were long on promises, short on performance.

Upstack delivered what those platforms couldn't: real, measurable revenue impact by fixing the foundational pillar of marketing data.

Just cleaner data, smarter targeting, and immediate business outcomes.