# Blue Sense Digital

> Melbourne performance marketing agency for 8 and 9-figure eCommerce brands. We scale new-customer acquisition profitably and judge every dollar against the P&L, not platform-reported ROAS.

Blue Sense Digital runs paid media across Meta, Google, TikTok and Pinterest for consumer and retail brands at scale, mostly in fashion, beauty, CPG and supplements. The work spans three lenses: technical account structure, creative velocity and diversity, and data integrity and assurance. The starting point is always diagnosing the real growth constraint rather than defaulting to more spend.

## Core measurement positions

- The primary commercial metric is 30-day LTGP:CAC, defined as gross profit from the first purchase within 30 days divided by customer acquisition cost. Below 1 is losing money, 1 to 2 is weak or inefficient, 2 to 3 is strong, above 3 may mean the brand is under-scaling.
- Judge paid acquisition on acquisition MER, not blended MER, because returning-customer revenue distorts whether new-customer acquisition is actually healthy.
- On Meta, optimise to 7-day click and exclude 1-day view from decisioning, which inflates credited revenue by 20 to 40 percent in most accounts.
- Platform ROAS alone is not enough. Causality over credited revenue: geo-lift and in-platform incrementality tests bound what a platform can legitimately claim.
- Creative often does the targeting under modern Meta systems. A concept is a combination of persona, angle and offer; genuine conceptual diversity beats superficial variation.

## Pages

- [Capabilities](https://www.bluesensedigital.com.au/capabilities): account structure, creative strategy and measurement across Meta, Google, TikTok and Pinterest.
- [Method](https://www.bluesensedigital.com.au/method): how we diagnose the constraint, structure for testing and measure against the P&L.
- [Results](https://www.bluesensedigital.com.au/results): named-client case studies with real numbers.
- [Content](https://www.bluesensedigital.com.au/content): YouTube, the podcast, essays and anonymised audits.

## Writing

- [The case against MER as a primary KPI](https://www.bluesensedigital.com.au/essay-acquisition-mer.html)
- [Stop testing variations, start testing concepts](https://www.bluesensedigital.com.au/essay-concept-testing.html)
- [Budget concentration and exiting learning](https://www.bluesensedigital.com.au/essay-concentration.html)
- [Why 30-day LTGP:CAC is the metric that matters](https://www.bluesensedigital.com.au/essay-ltgp-cac.html)
- [Platform ROAS is not the truth](https://www.bluesensedigital.com.au/essay-platform-roas.html)
- [The bottleneck changes with stage](https://www.bluesensedigital.com.au/essay-bottleneck-stage.html)

## Contact

- Book a free strategy session and audit: https://www.bluesensedigital.com.au/booking