How Simba Sleep improved Meta ROAS 30% with RFM Segments

Customer:
Simba Sleep
Industry:
Home Goods
Features:
Post-Purchase Survey, Pixel & Attribution, RFM Segments, Sonar Send
+10%
Increase in Klaviyo flow revenue from Sonar Send
+30%
ROAS improvement for Meta lookalike audiences from RFM segments

Simba Sleep is a nine-year-old DTC brand revolutionizing the way people sleep. As a certified B Corp, Simba upholds high standards of social and environmental performance, supporting underserved communities and focusing on sustainable growth. With a product lineup of premium mattresses, bedding, and sleep accessories, Simba has grown to a 70% brand awareness in its target market. Led by Marketing & Ecommerce Director Jon Moore, Simba’s lean internal team and multiple agency partners manage a multi-million-pound marketing budget across a complex mix of online and offline channels.

Challenges

Fragmented attribution: Before Triple Whale, Simba relied on disparate tools like GA4 and individual ad platform data, plus offline tests (TV, radio) and MMM modeling. None provided a unified, cross-channel view.

Long, complex purchase cycle: Buying a mattress is a considered purchase involving multiple decision-makers, devices, and channels over weeks or months. Assigning ROAS and understanding the true impact of each marketing channel was difficult.

Unseen referral & return customers: Simba’s internal tools severely underestimated repeat and referral-based sales, missing a key growth lever.

“No attribution tool is 100% accurate—it’s just a point of view. But we could never get a holistic view that encompassed all online and offline channels. Triple Whale finally gave us a unified perspective.” – Jon Moore, Marketing & Ecommerce Director at Simba Sleep

Solution

Triple Whale’s platform brought all of Simba’s sales and marketing data into one place. With flexible attribution models, a post-purchase survey, and an easy-to-use segmentation builder, Simba finally saw the full customer journey. The Total Impact model allowed them to confidently evaluate offline vs. online spend. Meanwhile, the post-purchase survey revealed a much larger pool of returning and referral-driven customers than previously known. Simba also leveraged the segment builder to sync high-value segments to Meta, Google, and Klaviyo, improving both campaign targeting and CRM flows.

“The Triple Whale post-purchase survey was a turning point. We discovered a massive referral base we were missing. This insight alone changed our strategy for next year.” – Jon Moore, Marketing & Ecommerce Director at Simba Sleep

Strategy

Unified attribution for better budget allocation

Simba used Triple Whale’s Total Impact model to make data-driven decisions about where to invest. Instead of relying solely on platform data or manual holdout tests, they gained a single source of truth. This enabled shifts from Meta to emerging channels like TikTok and YouTube with confidence.

“The total impact model has been incredibly powerful for making high-level spend decisions between platforms. It helped us reallocate budgets more confidently.” – Jon Moore, Marketing & Ecommerce Director at Simba Sleep

Leveraging post-purchase survey to better understand where customers come from

The post-purchase survey uncovered that 45% of Simba’s sales came from referrals or existing customers—significantly higher than previous tools identified. This led Simba to prioritize their referral program and retention strategies, ensuring that once a customer buys, they become a strong advocate.

“Discovering that 45% of our purchases were referral-based was a total light bulb moment. Without Triple Whale, we never would have realized the full potential of referrals.” – Jon Moore, Marketing & Ecommerce Director at Simba Sleep

RFM audiences for higher-value targeting

Simba leveraged Triple Whale’s RFM segments to better target high-value customers. By syncing the “Whales” audience and creating lookalike audiences in Meta and Google, Simba reached more people resembling their most profitable customers. This resulted in the highest ROAS return from all their Meta lookalike audiences, +30% improvement.

“We synced our high-value segments to Meta and Google. It led to better targeting and higher AOV.” – Jon Moore, Marketing & Ecommerce Director

Boosting Klaviyo flow revenue with Sonar Send

In addition to improving paid media efficiency, Simba used Triple Whale’s Sonar Send to better identify and send email flows to customers who abandoned their carts or browsing sessions. This more accurate identification led to enhanced email flows that generated an incremental 10% in email revenue over the last 30 days alone.

“Sonar  revealed more abandoned cart customers, boosting email flow revenue +10%” – Jon Moore, Marketing & Ecommerce Director



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“It’s the only platform that allows us to have a unified view, on and offline, helping us make smarter decisions about where to invest our marketing dollars.”

Jon Moore
Marketing & Ecommerce Director @
Simba Sleep

How Simba Sleep improved Meta ROAS 30% with RFM Segments

Customer:
Simba Sleep
Industry:
Marketing & Ecommerce Director @

Simba Sleep is a nine-year-old DTC brand revolutionizing the way people sleep. As a certified B Corp, Simba upholds high standards of social and environmental performance, supporting underserved communities and focusing on sustainable growth. With a product lineup of premium mattresses, bedding, and sleep accessories, Simba has grown to a 70% brand awareness in its target market. Led by Marketing & Ecommerce Director Jon Moore, Simba’s lean internal team and multiple agency partners manage a multi-million-pound marketing budget across a complex mix of online and offline channels.

+10%
Increase in Klaviyo flow revenue from Sonar Send
+30%
ROAS improvement for Meta lookalike audiences from RFM segments

Challenge

Fragmented attribution: Before Triple Whale, Simba relied on disparate tools like GA4 and individual ad platform data, plus offline tests (TV, radio) and MMM modeling. None provided a unified, cross-channel view.

Long, complex purchase cycle: Buying a mattress is a considered purchase involving multiple decision-makers, devices, and channels over weeks or months. Assigning ROAS and understanding the true impact of each marketing channel was difficult.

Unseen referral & return customers: Simba’s internal tools severely underestimated repeat and referral-based sales, missing a key growth lever.

“No attribution tool is 100% accurate—it’s just a point of view. But we could never get a holistic view that encompassed all online and offline channels. Triple Whale finally gave us a unified perspective.” – Jon Moore, Marketing & Ecommerce Director at Simba Sleep

Solution

Triple Whale’s platform brought all of Simba’s sales and marketing data into one place. With flexible attribution models, a post-purchase survey, and an easy-to-use segmentation builder, Simba finally saw the full customer journey. The Total Impact model allowed them to confidently evaluate offline vs. online spend. Meanwhile, the post-purchase survey revealed a much larger pool of returning and referral-driven customers than previously known. Simba also leveraged the segment builder to sync high-value segments to Meta, Google, and Klaviyo, improving both campaign targeting and CRM flows.

“The Triple Whale post-purchase survey was a turning point. We discovered a massive referral base we were missing. This insight alone changed our strategy for next year.” – Jon Moore, Marketing & Ecommerce Director at Simba Sleep

“It’s the only platform that allows us to have a unified view, on and offline, helping us make smarter decisions about where to invest our marketing dollars.”

Explore the deep ocean of e-commerce & analytics.
Get a tour

How Simba Sleep improved Meta ROAS 30% with RFM Segments

Simba Sleep used Triple Whale’s optimize marketing spend and uncover hidden opportunities. Key results included a +30% Meta ROAS improvement using high-value segments and a 10% revenue boost in Klaviyo email flows through Sonar Send. Triple Whale provided Simba with the insights needed to refine strategy, enhance targeting, and drive sustainable growth.

THE RESULTS

+10%
Increase in Klaviyo flow revenue from Sonar Send
+30%
ROAS improvement for Meta lookalike audiences from RFM segments

THE RESULTS

+10%
Increase in Klaviyo flow revenue from Sonar Send
+30%
ROAS improvement for Meta lookalike audiences from RFM segments

THE RESULTS

+10%
Increase in Klaviyo flow revenue from Sonar Send
+30%
ROAS improvement for Meta lookalike audiences from RFM segments

Jon Moore

Marketing & Ecommerce Director @

“It’s the only platform that allows us to have a unified view, on and offline, helping us make smarter decisions about where to invest our marketing dollars.”

about
Simba Sleep

Discover more about

Simba Sleep

Overview

Simba Sleep is a nine-year-old DTC brand revolutionizing the way people sleep. As a certified B Corp, Simba upholds high standards of social and environmental performance, supporting underserved communities and focusing on sustainable growth. With a product lineup of premium mattresses, bedding, and sleep accessories, Simba has grown to a 70% brand awareness in its target market. Led by Marketing & Ecommerce Director Jon Moore, Simba’s lean internal team and multiple agency partners manage a multi-million-pound marketing budget across a complex mix of online and offline channels.

Challenge

Fragmented attribution: Before Triple Whale, Simba relied on disparate tools like GA4 and individual ad platform data, plus offline tests (TV, radio) and MMM modeling. None provided a unified, cross-channel view.

Long, complex purchase cycle: Buying a mattress is a considered purchase involving multiple decision-makers, devices, and channels over weeks or months. Assigning ROAS and understanding the true impact of each marketing channel was difficult.

Unseen referral & return customers: Simba’s internal tools severely underestimated repeat and referral-based sales, missing a key growth lever.

“No attribution tool is 100% accurate—it’s just a point of view. But we could never get a holistic view that encompassed all online and offline channels. Triple Whale finally gave us a unified perspective.” – Jon Moore, Marketing & Ecommerce Director at Simba Sleep

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