Cozy Earth

Most brands look at post-purchase as a retention play.

Cozy Earth treated it like something else entirely: a performance channel.

As a fast-growing DTC brand expanding into retail, Cozy Earth’s acquisition team wasn’t short on demand. Meta and Google were already driving scale.

But scale wasn’t the problem. Efficiency was.

At one point, the team had 10–20 performance channels running simultaneously. This was when they started asking tougher questions:

• Were these channels cannibalizing each other?
• Which ones were actually driving incremental revenue?

Cozy Earth’s media team, led by Emilie Neilson, Digital Media Buyer, set out to find the answers.

With so many channels active at once, they weren’t compounding performance. They were competing for it.

With that insight, Cozy Earth made a counterintuitive decision to reduce its media mix.

Instead of continuing to test and scale more channels, they:

• Cut underperforming and overlapping channels
• Consolidated spend into fewer, higher-impact drivers

The expectation might have been a drop in performance. The opposite happened. “We were able to cut channels, and then incrementality and impact improved on all of them,” Emilie said.

This “media mix clean-up” became the foundation for everything that followed.

How Rokt Ads won its way into Cozy Earth’s media mix

It was within this broader initiative—not as a standalone experiment—that Cozy Earth began testing post-purchase channels, including Rokt Ads.

Ultimately, it proved that post-purchase wasn’t just incremental…

… It was one of Cozy Earth’s strongest-performing channels.

“We wanted to see if Rokt Thanks could reach new customers that we hadn’t already,” explained Emilie. Her team tested multiple post-purchase platforms side by side. And quickly, one stood out. 

“Rokt outperformed any other post-purchase advertising,” she continued.

Structuring Rokt for long-term value

Rather than optimizing for volume alone, Cozy Earth aligned Rokt with its broader acquisition strategy, prioritizing customer quality and long-term profitability.

That included:

• ROAS-based bidding to maintain efficiency
• Driving traffic directly to sales pages
• Using lookalike audiences built from high LTV customers
• Continuously refreshing those audiences in real time

Emilie shared that her team “wanted to train the system to prioritize a higher quality customer over just volume and avoid low-value buyers.”

This ensured that any incremental lift from Rokt translated into meaningful, long-term revenue, not just short-term conversions.

Validating Rokt as an incremental channel

Finally, Rokt’s performance was evaluated the same way as every other channel:

• Through the Haus geo-lift test
• And validated in Northbeam through Rokt’s integration

The outcome:

• Positive incrementality results
• Strong performance relative to other post-purchase channels
• Clear contribution to new customer acquisition

As Emilie put it, “Rokt Ads turned out to be an amazing performance channel for us to get in front of an entirely new audience.” 

Layering on Rokt Thanks & Checkout Upsells

Once Cozy Earth validated Rokt Ads as an incremental acquisition channel, the next step was to extract more value from the traffic they were already generating from their traditional ad channels.

Heading into peak season, the team expanded its post-purchase strategy by enabling Rokt Thanks and Aftersell’s Checkout Upsells, turning high-intent moments into additional revenue opportunities without introducing friction into the buying experience.

Because both placements sit at the very bottom of the funnel—after a purchase decision has already been made—they offered a low-risk way to increase revenue per transaction during one of the highest-traffic periods of the year.

Rokt Thanks, in particular, scaled alongside seasonal demand.

• Revenue per transaction peaked at $0.17 during the holiday period

At the same time, Checkout Upsells delivered strong conversion performance by aligning offers with customer intent at the moment of purchase:

• 5.48% conversion rate
• $0.33 revenue per transaction

This generated about $30K in upsell revenue in a single month from one product: Cozy Earth’s holiday gift box. 

After consolidating Cozy Earth’s ad channels:

• Performance improved across remaining channels
• Incrementality increased
• Attribution became clearer

But more specifically, they… 

• Generated 3.4x more attributed revenue than other post-purchase ad channels
• Delivered ~100% higher ROAS compared to other post-purchase ad channels during peak season

Tl;dr? Rokt Ads scale well during high-intent periods like BFCM, delivering strong revenue and ROAS, whereas other post-purchase ad channels struggle as spend increases.

“Rokt has been the best post-purchase channel we’ve tested so far. The team is incredibly responsive, aligned with our goals, and fully supports how we measure performance.”

- Emilie Nielson, digital media buyer at Cozy Earth

The takeaway

Most brands ask: What’s the ROAS?

Cozy Earth asked: Would this revenue exist without this channel?

And in that process, post-purchase went from a test to one of their most efficient, incremental acquisition channels.