Performance tracking & creative
Every sale happens. Not every sale gets reported.
Ad blockers, Safari's cookie limits and iOS opt-outs delete events between your checkout and Meta's servers. The money still lands in your bank; the signal never lands in your ad account. So the algorithm optimises against a partial picture.
- Conversions that happened
- 0 events
- Browser alone would report
- 0 of 0
- Server recovered
- 0 recovered
Reading the panel
Three moving parts, one number at the end.
Fires from the shopper's device
Fast, detailed, and stopped cold by anything that blocks scripts. Every row marked blocked above is a purchase that still happened — Meta simply never heard about it.
Fires from your own infrastructure
The Conversions API sends the same event from a server the blocker cannot reach, carrying hashed identifiers — email, phone, click ID — that let Meta match the event to a real account.
Keeps one sale from counting as two
Both copies carry the same ID. Meta merges them, keeps whichever arrived, and counts one conversion. Skip this step and server-side tracking inflates your numbers instead of repairing them — which is worse than doing nothing.
Two ways in
Fix the data, or fix the creative.
Most accounts need one before the other. Clean data with nothing new to test is a dashboard. Good creative with broken data is a guess. Start wherever it hurts.
Make the numbers true
Server-side tracking that survives ad blockers and iOS, deduplicated against the pixel, with enough identifiers attached that Meta can actually match events to people.
- Pixel & CAPI audit
- Server-side GTM on your own subdomain
- Event deduplication
- Event Match Quality repair
- Offline & CRM conversions
Give it something to learn from
Short vertical ads produced with an AI pipeline — concept to delivery in days rather than weeks, at a cadence that makes testing a habit instead of a quarterly event.
- 9:16 ads for Meta & TikTok
- Product and offer motion
- Scripted hooks & variants
- Localised voiceover
- Editable source files
The creative side
Sound on.
Two of these were built to demonstrate the pipeline, using an invented brand. The third is an earlier cut of an ad that ran as a paid campaign. Each one says which it is.
Swipe to see all three →
Selected work
Three engagements, described plainly.
Malaysia
One ad carried the campaign
A motion suite for a supplement launch, with WhatsApp clicks instrumented as tracked conversions. The finished ad produced the overwhelming majority of leads — turning an open question about creative into a budget decision.
- Scope
- Creative + tracking
- Optimised for
- WhatsApp leads
Enterprise
Two pixels, no shared IDs
An enterprise commerce platform running two Meta pixels against each other, with server events shipping without the identifier needed to deduplicate them. We audited the container and specified the rebuild across five standard events.
- Events specified
- 5
- Dedup target
- 100%
Concept
Every Roofer's Ad
A 20-second spec ad built end to end through the production pipeline — no crew, no shoot. The brand on the end card is invented and nobody commissioned the piece. It exists to answer the question every first call opens with.
- Runtime
- 20 sec
- Production
- Under 2 days
How it starts
Audit first. Always.
Nobody should buy an implementation before seeing what is broken. The first deliverable is a written read on your current setup, and it is yours either way.
Audit
Every tag catalogued: what fires, what duplicates, what is missing, match quality per event, consent behaviour. Written up with the fixes ranked by what they are costing you.
Rebuild
Tagging server on your own subdomain, deduplicated event pairs, hashed identifiers, offline conversions where the sale closes on a call. Verified against live traffic in Events Manager.
Feed it
Clean data only pays off if there is enough creative to test against it. New variants on a cadence your budget can support, measured with the layer we just fixed.
Start here
Send a URL. We'll tell you what's leaking.
One page, one working day, no deck. If your tracking is already solid we will say so — there are plenty of good agencies for everything else.