Results
Total Purchase Value: $28,000
Blended ROAS: 32.9X
Facebook Ad Spend: $500/m
Untitled Monthy Cost: $350/m
Departments
Executive Team
Sales & Marketing Team
The Audience Breakthrough with Untitled
Kubby Culbreth, founder of Wide Awake, runs a high-touch, high-value consultancy with a small, dedicated team. That means he focuses on only the best quality leads and very efficient marketing; he looks for results in the form of sales and revenue, not vanity metrics, like clicks and landing page views, that often enamor marketing teams.
Overview
After searching for over a year for a product that would enable him to unlock his customer data and deploy finely-tuned retargeting campaigns, Kubby found Untitled.
”Untitled allows me to build Audiences with hidden website visitors who were previously not raising their hands. Untitled’s ID Tag added around 25% more mobile users to my audiences that the Facebook Pixel and Google Tag couldn’t match. By syncing my Untitled audiences to the ad channels, I can now utilize those audiences on Facebook and Google, so I get the best of both worlds: massive scale with laser focus.
Kubby CulbrethFounder of Wide Awake
Obstacle
As the founder of a consultancy, Wide Awake, that requires deep personal understanding, Kubby and his team take painstaking care with each of their clients. As the business has grown with success, it became more important to qualify leads and retarget only the best potential clients and spend less time on no-show calls or leads that didn’t understand the value of what Wide Awake offers.
Kubby identified that personal income is a key factor for identifying his ideal customer profile (ICP), but large ad platforms like Facebook and Google either restrict creating audiences based on that attribute, or don’t offer the granular control and data that Kubby needs to effectively target his best prospects.
This shortcoming of the ‘big name’ ad platforms leads to wasted ad spend for clients who don’t fit the profile, plus a sales funnel bloated with those prospects, leading to time wasted on introductory calls that have no chance of converting.
Kubby also noticed that most of the traffic from his retargeting campaigns was coming from desktop users. While not a major concern, it raised questions about whether the Facebook Pixel was effectively capturing audience data from mobile browsers.
The Facebook Pixel vs Untitled ID Tag
When Kubby first connected with Untitled, he, like many marketers, wondered why he should use the Untitled ID Tag instead of relying solely on the Facebook Pixel for retargeting.
The answer lies in how each tag is classified on a website.
The Facebook Pixel is considered a third-party cookie, one that can be blocked by browsers and devices, especially for iPhone users running iOS 14 or later. This restriction limits how many mobile visitors are added to retargeting audiences on platforms like Facebook and Google (which uses a similarly classified tag).
In contrast, the Untitled ID Tag is treated as a first-party cookie. It only fires when a user visits the site and doesn’t track them beyond that session. This classification allows Untitled to retain more visitor data, enabling larger custom audiences, greater reach, and stronger campaign performance.
The Solution: Untitled
With the Untitled ID Tag on his site, Wide Awake was able to identify anonymous website visitors from the 98% of users who did not fill out a form or take an “identifying step” on the website.
From there, Kubby used the Audience Studio tool in Untitled to segment his website visitors based on income range, filtering down to a very targeted list of individuals.
Next, Kubby used the Destination sync tool to automatically sync this audience to his Facebook/Meta ads account as a custom audience, bypassing the flaws of targeting parameters within Facebook.
By deploying this audience directly, he used ad creatives that could appeal to his ideal customer, while relying on the fact that they were already familiar with him due to their visit to his website.
The Results
How Wide Awake Achieved a 32.9X Blended ROAS with Facebook Ads Retargeting
In a highly targeted Facebook Ads retargeting campaign, Wide Awake used Untitled’s identity resolution tools to unlock hidden value from past website visitors. With just $500 in ad spend, the campaign generated $28,000 in contract value, resulting in a remarkable 56X (5,600%) return on ad spend (ROAS) from Facebook, or a 32.9X blended ROAS.
Unlike typical campaigns that flood teams with unqualified leads or require heavy admin work, this effort was lean, efficient, and focused. There was no increase in top-of-funnel noise, and Kubby didn’t have to stretch his team to manage new inquiries.
Instead of chasing volume, Kubby prioritized lead quality. He even had to push back on his agency, which was more focused on driving “introductory calls” than actual outcomes. Kubby knew success came from reaching the right people, not just more people.
By implementing Untitled’s ID Tag and creating custom audiences based on specific demographic criteria, Kubby ensured his retargeting campaigns were both precise and scalable. Every dollar went further by engaging high-intent users that other tools, like the Facebook Pixel, failed to reach, especially mobile traffic.
Hone your Audience with Untitled
Whether you’re a national retail brand or a fully remote startup, Untitled gives you full control over your website audience data. With features like advanced identity resolution, Untitled turns anonymous site traffic into real, actionable profiles, capturing details like email addresses, demographics, and purchase intent.
With access to over 300 million people-based records and an AI-powered audience model, Untitled helps you identify your ideal customers in real time. That means smarter custom and lookalike audiences on platforms like Facebook and Google without the guesswork.
The result? Less wasted ad spend, more qualified leads, and stronger customer retention.
Untitled transforms hidden traffic into high-performing campaigns, making every marketing dollar go further.
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