Context
Épicerie du Terroir is a French online grocery specializing in regional products: oils, vinegars, jams, aged cheeses, wines and spirits. The PrestaShop 1.7 store carries around 800 SKUs from 60 artisan producers. Monthly revenue is around 95,000 euros with a 68 euros average order value.
Online food retail is particularly demanding in profitability: limited gross margins (35% average), high logistics costs (heavy products, cold chain), and strong seasonality (peaks in December and before summer). The marketing team is a single person handling Meta Ads, Google Ads and Klaviyo.
The challenge
Average CAC climbed from 28 to 42 euros between 2023 and 2024 under the pressure of Meta ad cost inflation. With 35% average gross margin and 68 euros AOV, the break-even per order is tight: above 24 euros CAC, the first order is loss-making and profitability depends entirely on repeat purchase.
Two problems worsen the situation. First, Meta acquisition campaigns also target existing customers (no dynamic exclusion), wasting budget re-acquiring customers who would have ordered anyway. Second, Meta lookalike audiences are built from the standard pixel, without considering true customer value (a 25 euros small buyer weighs as much as a 450 euros heavy buyer).
The Fullmetrix solution
The grocery connects PrestaShop to Fullmetrix via the official module, imports its 4-year history and activates audience sync to Meta and Google Ads.
Three key audiences are created and auto-updated daily. An All Customers audience is excluded from all acquisition campaigns to avoid budget waste. A RFM Champions audience (the top 12% highest-value customers) is synced as a seed for Meta and Google lookalikes. A High Basket audience (cumulative revenue above 300 euros) is used to target similar pools with a premium offer.
In parallel, Fullmetrix calculates real CAC payback per channel and reveals that Google Ads has a payback of 2.1 orders vs 3.8 for Meta, justifying a budget reallocation to Google Ads.