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:
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.
Alter’s main focus when they came to Angler was reducing cost:
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.
Alter partnered with Angler AI to bring more intelligence and control into their ad targeting stack. Some of the implementation highlights include:
“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.
Quantitative Impact:
Qualitative Wins:
“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.”
Head of Growth
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