How Goat Union Turned Amazon DSP into a New-to-Brand Growth Engine

Goat Union is a menstrual care brand focused on reusable period underwear. Competing in a category dominated by large, established players, the brand positions itself as a sustainable, value-driven option for modern shoppers.

Amazon plays a central role in Goat Union’s growth strategy. Advertising is a primary lever for reaching new customers, educating shoppers, and scaling responsibly—without sacrificing efficiency or brand trust.

The Challenge

Goat Union wasn’t struggling to drive traffic. It was struggling to grow its customer base.

Amazon Demand-Side Platform (DSP) was active, but its contribution to new-to-brand acquisition was unclear. Performance felt inconsistent, efficiency lagged expectations, and results suggested overlap with Sponsored Products rather than true prospecting. DSP was present, but it wasn’t clearly expanding the brand’s reach.

The root issue was structural. Broad targeting and blended funnel stages made it difficult to understand who DSP was reaching and why. Without a clearly defined role within the broader Amazon strategy, the channel was hard to evaluate—and harder to scale with confidence.

Goat Union needed DSP to do what it was designed to do: introduce the brand to new shoppers, support conversion later in the journey, and improve over time—not compete with lower-funnel media.

Why Quartile

Goat Union partnered with Quartile to bring clarity and intention to customer acquisition.

Rather than treating DSP as a catch-all performance channel, Quartile approached it as a system—one that works best when each stage of the funnel has a clear purpose. This made it possible to evaluate DSP based on customer quality, efficiency trends, and incremental contribution, instead of short-term attribution alone.

Quartile’s role was not to make DSP louder, but to make it more meaningful.

The Solution

Quartile rebuilt Goat Union’s DSP strategy by first redefining what success should look like.

Instead of asking DSP to behave like a lower-funnel conversion engine, Quartile repositioned it as a discovery and acquisition channel. The goal was simple: reach the right new shoppers, introduce the brand clearly, and let performance strengthen over time.

Execution began by grounding DSP in what already resonated with shoppers. Early efforts focused on Goat Union’s best-selling products, giving first-time audiences a credible, familiar entry point. This allowed campaigns to learn efficiently and establish a strong foundation before expanding reach.

From there, Quartile introduced a dedicated customer acquisition layer designed specifically to find new customers. Targeting centered on signals that reflected real intent in the category—such as sustainability cues like organic cotton and practical considerations like FSA and HSA eligibility. Rather than casting a wide net, the strategy prioritized relevance.

Just as importantly, Quartile brought discipline to how audiences were treated. Prospecting, remarketing, and retention were no longer blurred together. Each served a distinct role: introducing the brand, re-engaging interested shoppers, or maintaining efficiency with existing customers. This separation reduced overlap and allowed DSP to complement Sponsored Products instead of competing with it.

Investment followed the same philosophy. Spend was paced intentionally, allowing DSP to improve through learning and consistency rather than short-term spikes. Over time, this structure gave DSP a clear job to do—and the space to do it well.

Results & Impact

With a clearly defined acquisition role, DSP performance changed meaningfully.

• New-to-brand purchase rate exceeded 48%, confirming DSP was reaching shoppers who were genuinely new to the brand

• Amazon DSP ROAS improved by 146%, demonstrating substantial gains in efficiency as the strategy matured

• DSP ACOS decreased by approximately 25%, reinforcing that efficiency gains were structural, not temporary

• Performance remained strong even as spend was reduced, validating the sustainability of the approach

• DSP exposure reinforced Sponsored Products performance, contributing to broader efficiency gains and a declining TACoS trend

DSP was no longer an open question. It became a dependable way to grow the customer base.

Ongoing Value & Future State

Quartile continues to manage Goat Union’s DSP as a full-funnel acquisition engine—refining audience intent, minimizing overlap, and pacing investment based on business goals and seasonality. With a proven framework in place, the brand is positioned to scale DSP confidently while maintaining efficiency and customer quality.