How ESN turned paid social into a profit engine.

Thirteen platforms, no trusted number.

ESN were running over 13 ad platforms, hundreds of campaigns and thousands of creatives, with Black Friday alone producing up to 95,000 orders in a single hour. Meta, Google and TikTok each reported a different ROAS for the same day, and every budget shift started from a debate instead of one trusted number.

Scaling on platform-reported figures meant paying for conversions the shop never saw, while algorithms kept steering budget back toward retargeting existing brand loyalists instead of finding real new customers.

U-Shape attribution, an AI creative loop, and AdPilot.

Admetrics pulled server-to-server data from over 13 ad platforms plus Shopify and offline retail, then rebuilt each customer's journey with a U-Shape multi-touch model that weights the first touch and the last touch, splits the middle touchpoints evenly, and cleanly separates new customers from returning ones.

Hook rate and video view-through data fed a continuous creative loop, tagging specific angles instead of single ads, while AdPilot evaluated every ad hourly against three signal layers, early warning, fatigue, and downstream CAC, executing Scale, Increase, Cut or Kill inside strict guardrails.

GRANULAR TRACKING · BOOSTED REVENUELIVE

Measured. Allocated. Repeatable.

Paid social revenue grew by 81% while the cost per new customer fell by 70%, and the next euro of budget now has a trusted number behind it: every allocation recorded, every outcome verified.