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Most e-commerce brands running Meta Ads are flying partially blind. The Pixel is installed but the purchase event isn’t firing correctly, or the GA4 conversion data doesn’t match what Meta reports, or retargeting audiences are built on incomplete data. The campaign structure on top of broken tracking produces results that can’t be analyzed or improved. We fix the foundation first.
Tracking Infrastructure First
Before any campaign goes live, we verify that your purchase event data is clean:
- Meta Pixel setup — correctly installed via Events Manager, verified against real test purchases
- Purchase event configuration — firing on order completion (not on checkout page load), passing value, currency, content IDs, and order ID correctly
- Conversions API (CAPI) — server-side event sending to fill gaps left by browser-based Pixel blocking
- GA4 e-commerce purchase event — verified against real transactions, funnel events mapped (add_to_cart, begin_checkout, purchase)
- Google for WooCommerce — product feed and conversion tracking wired for Google Ads if applicable
- UTM framework — consistent UTM parameter structure across all paid channels so GA4 attribution is accurate
Campaign Structure and Audience Strategy
With clean tracking in place, we build a campaign structure that matches your business objectives and customer acquisition model:
- Top-of-funnel prospecting campaigns using lookalike audiences built from your buyer list
- Retargeting audiences: site visitors, product page viewers, add-to-cart abandoners, checkout abandoners
- Creative strategy tailored to your category and audience — not repurposed ad templates
- Advantage+ Shopping campaigns where appropriate for catalog-based products
- Campaign naming conventions that keep reporting readable as you scale
- Budget allocation strategy: prospecting vs. retargeting split based on your funnel volume
What We Don’t Do
We don’t run campaigns on a percentage-of-spend fee model that incentivizes us to increase your ad budget whether or not it’s producing returns. We don’t lock you into long-term contracts for ad management. Our engagements are scoped as flat-rate infrastructure projects or month-to-month management arrangements with clear deliverables and reporting.
Category Restrictions
Meta has restrictions on advertising for certain product categories. We’ve navigated these restrictions for clients in health and wellness, supplements, and other nuanced categories. If your product category has advertising policy constraints, reach out and we’ll tell you what’s actually possible before you invest in infrastructure.
Tracking Infrastructure We’ve Built
From our WooCommerce builds and site launches:
- Meta Pixel installed via Events Manager, purchase events verified against real test orders on every e-commerce build
- GA4 WooCommerce purchase event tracking — value, currency, content IDs, and order IDs passing correctly, verified before launch
- Google for WooCommerce product feed setup and conversion tracking integration
- UTM parameter framework across paid and organic channels for clean GA4 attribution
- Retargeting audience setup: product page viewers, cart abandoners, checkout abandoners
Ready to Build Ads That Actually Measure What They Do?
Start with an audit of your current tracking setup. We’ll tell you what’s working, what’s broken, and what we’d change.
Request a Free Audit