Every step between the ad and the sale is measurable. You still have to look at the right ones, and to know that Meta claims sales it did not cause.
On the e-commerce case published on this site, Meta reports 2.83x and the brand's back office confirms 2.29x. The gap is not a mistake: Meta claims sales it watched happen without having caused them, and it does that for every advertiser.
Steering on the dashboard alone means steering on the flattering one of the two. This brand broke even at 1.64x: both measurements cleared it, so the decision to raise the budget held on either reading.
The order in which I look at an account that is not performing is counter-intuitive for most advertisers, who start with targeting.
Since the tracking restrictions, a share of conversions no longer comes back through the browser. Your campaigns look like they are underperforming, and the algorithm learns on data full of holes.
The server-side Conversions API fixes a good part of it. This is not a comfort setting: it determines the quality of everything downstream.
Real case
Budget stepped up from €2,000 to €7,500 a month, average order value moved from €54 to €68 through bundles. Meta reports 2.83x, the brand’s accounts confirm 2.29x.
See the full case studyDoes your situation look like this? Let's talk for 30 minutes.
The funnel steps worth watching, the conversion benchmarks, and the point where the problem is the site rather than the campaigns.
· 9 min read
Ad fatigue explained through the auction mechanism, the signals that announce it, and how to spin off a creative that works instead of letting it die.
· 8 min read
The minimum viable budget, how to split it between prospecting and retargeting, and when to raise it, for a business that sells to homeowners.
· 8 min read
Average order value, margin, repeat rate. From there we know the ROAS you have to reach for advertising to pay.