How Alter Reduced CAC by 31% and System Conversion Rate by 15%

About the Brand

AlterMe uses your DNA and real-time data from the AlterMe wearable to build a wellness plan that’s tailored to you. From workouts to recovery, stress, sleep, and nutrition, every part of your health and fitness journey is personalized—so you can lose weight and keep it off, for good.

From a retail perspective, Alter offers a unique two-step customer journey:

Step 1 is a subsidized DNA test and health assessment, while
Step 2 is the purchase of personalized health equipment. While Step 1 saw strong participation, converting users to Step 2 proved to be a major challenge.

To scale, Alter needed more control over its acquisition funnel—especially as platform volatility and opaque optimization from Meta’s ad systems were creating significant obstacles.

Goal

Alter’s main focus when they came to Angler was reducing cost:

Reduce cost-per-order for Step 1 (DNA test) acquisition
Improve conversion rate from Step 1 to Step 2 (equipment purchase)
Stabilize customer acquisition costs
Avoid over-reliance on Meta for scale

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The Challenge

Despite robust engagement in Step 1, Alter struggled to drive conversions to Step 2—where actual revenue is generated. Their acquisition strategy was overly dependent on Meta’s algorithm, which Paul Adams described as, “unpredictable at best.”

“For us to really scale effectively, it was on the whims of Facebook’s ad platform, which wouldn’t always put our needs first – it would put their revenues first,” Paul explains. “Add that on top of technology changing monthly... there’s just a lot of volatility that comes with using Meta’s platform.”

With mounting platform changes (like the iOS privacy updates) and rising acquisition costs, Alter sought to reduce CPO for both stages of their funnel while regaining predictability and control over their metrics and insights.

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Solution

Alter partnered with Angler AI to bring more intelligence and control into their ad targeting stack. Some of the implementation highlights include:

Tech Stack Integration: Angler Predictive CAPI was layered on top of Alter’s Segment CDP, replacing standard Meta CAPI pipelines.
Experiment Design: Two A/B tests were launched—comparing Angler’s predictive data vs. business-as-usual Meta campaigns—optimizing toward Step 1 completions.
Products Used: Angler Predictive CAPI, Predictive Audiences, and Predictive Insights.
Collaboration: Angler worked directly with Alter’s internal tech and marketing teams, reducing pixel implementation complexity and streamlining measurement.

‍“One of the great things we love about Angler is that it allows us to have more predictability in a partner that we have direct access to and not some tech giant who won’t pay any attention to us—even while we’re spending nearly $1 million per month with them,” Paul shares.

Outcome

Quantitative Impact:

31% decrease in cost-per-order for Step 1
15% increase in conversions from Step 1 to Step 2
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Qualitative Wins:

Executive alignment became easier, thanks to clearer performance insights and less back-and-forth over attribution.
Less reliance on Facebook reduced operational headaches.
Simplified tracking and implementation—Alter’s tech team spent less time debugging pixels and more time optimizing strategy.

“If I were to start another company next week, Angler would be part of the blueprint. It’s nice to feel like you have an edge.”

Paul Adams

Head of Growth