The problem
Meta says the campaign is doing great. Your shop tells a different story. Finance would like to hear both.
Meta ads agency for ecommerce brands that need the money to show up
We run Meta campaigns (Facebook and Instagram) for consumer and ecommerce brands. We check the tracking before we trust a number, and we judge results on margin and payback, not on the ROAS in the panel. You can buy it on its own.
Paid media
Problems we fix
This page is about one channel. Splitting budget between channels sits on our paid media agency for ecommerce page.
How we fix it
Reporting next to your orders. Meta's results, your shop's orders and your contribution margin on one page.
What you get
Account structure
Meta's help centre describes three levels: campaign, ad set and ad1. We set each level up to answer a real question. See Meta Ads Manager campaign, ad set, ad structure.
Audiences and automation
Meta describes Advantage+ as a set of automation options at campaign, ad set and ad level2. We use it where it fits, and say where it doesn't. See Advantage+ vs manual campaigns.
Creative input and testing
Briefs, concepts and tests with our performance creative for ecommerce team.
A tracking check before any number counts
Pixel, Conversions API and the purchase event. Background: what is Meta Pixel.
Reporting next to your orders
Meta's results, your shop's orders and your contribution margin on one page. When Meta's numbers can't be checked, the report says so.
Budgets that follow the money
Spend moves with contribution margin and payback period: how long it takes a new customer to pay back what you spent to get them.
The wider picture of how the platform works is in Meta ads for ecommerce.
How does the work run?
Four steps.
- 1
Problem
We look at the account, the tracking and your margin. We name what is actually wrong. Sometimes it isn't Meta.
- 2
Plan
Which campaigns, which budget, which creative tests, and which decision each one feeds. Before launch, we agree how the result will be judged.
- 3
Execution
We build, launch and run the campaigns with our creative team. Meta needs a learning phase, so we don't rebuild everything every Monday.
- 4
Decision
When the data can be read, you hear one of three things: it pays, it doesn't, or the data can't tell yet. Then we scale, change or stop.
Case studies
Rebuilding a growth engine for a recovery-footwear brand
A category-defining recovery-footwear brand had a growing market, a best-in-class product, and a shrinking customer base.
A recovery-footwear brand
- +27.8%
- net-new customers, full year over prior year
- −33%
- cost per new customer, exit quarter vs starting quarter
How do we measure Meta results?
Three views side by side. What Meta reports. What your shop recorded. What is left after margin. They rarely match. A vendor that sells reconciliation software lists the usual reasons why Meta, Google Analytics and Shopify report different numbers3. When the views disagree, we say which one the decision rests on and why.
Tracking first. Meta's help centre splits Pixel setup into two parts: the pixel itself and the events it sends4. Meta's developer documentation recommends running the Conversions API alongside the Pixel and explains how to remove duplicates when the same event arrives through both, using the event ID and event name5. That is event deduplication. If the purchase event carries no value or currency, optimisation starts from bad data.
Advantage+ under a light. One practitioner has criticised Advantage+ shopping campaigns for not excluding people who already bought the promoted product6. One person's critique, but worth checking in your own data before anyone calls it new revenue.
Tests for bigger bets. A holdout test keeps a group away from the ads and compares. The difference is the lift. We propose one when the answer could change a budget and your volume can show it. Otherwise we use cheaper checks and name their bias.
For ZFD: A good week in Ads Manager is a start. The question is whether the business kept some of the money.
“Their performance met and often exceeded our expectations.”
Who it's for and who it's not for
How you can buy it
On its own
Meta ads can be bought as a standalone service. You don't need to take anything else.
As part of paid media
Meta together with Google, TikTok or Reddit, with one budget decision across channels.
Start with a free audit
We look at your ad account and your tracking first. Ask for your free audit.
We don't publish prices. Fee terms are agreed before we start.
Tools
Meta PixelConversions APIAdvantage+Events Manager
FAQ
How long does it take to see results?
Long enough for Meta to learn and for us to check its numbers against your orders. Before launch, we agree how the result will be judged. When we read it, you hear one of three things: it pays, it doesn't, or the data can't tell yet.
Can you manage our existing Meta ad account?
Yes, and we prefer to. The account, the Pixel and the history stay yours. We work with the access you give us, and you can remove it.
Do you check our Pixel and Conversions API setup?
First thing. We check that the purchase event goes through both, is deduplicated and carries value and currency. If not, we fix that before reading any result.
Do you help with creative?
Yes, through our performance creative work: briefs, concepts and tests. We judge an ad on cost per new customer and margin, not on click-through rate alone.
How do you measure Meta campaign performance?
Three views side by side: what Meta reports, what your shop recorded and what is left after margin. When they disagree, we say which one the decision rests on. For bigger bets, a lift or holdout test, if your volume allows one.
Do you use Advantage+?
Where it fits. Before we trust its results, we check how much of the spend reaches people who already buy from you. See Advantage+ sales campaigns for the term.
Is a small daily budget enough for Meta ads?
There's no magic number. It depends on your margin and on whether the budget buys enough purchases for Meta to learn from. If it can't, better to know before you spend it.
Can we hire you for Meta ads only?
Yes. Meta can be bought on its own. If the problem sits in another channel or in tracking, Meta alone won't solve it.
What we don't promise
Who runs this for you?
Growth Strategist, Paid Social
Paweł Skibiński
Eleven years in marketing. About $100M in ad budgets. I test what would have happened if you had switched the channel off.
Sources
- What are the advertising levels in Meta Ads Manager? (Meta)Primary source
- About Meta Advantage+ (Meta)Primary source
- Why Meta, Google, GA4 and Shopify Never Match (TrueROAS)Vendor
- Set up and install the Meta Pixel (Meta Business Help Center)Primary source
- Handling Duplicate Pixel and Conversions API Events (Meta for Developers)Primary source
- Problem with Advantage+ Shopping campaigns (Jon Loomer)Blog or media
Want to know whether your Meta spend pays?
Book a call about your budget decision, or start with a free audit of your ad account and tracking.