Why fix tracking before scaling Meta ads?
Because campaigns optimise on the events you send, and wrong events mean wrong decisions. Most underperforming accounts I see have a tracking problem before they have a creative problem: events firing twice, missing values on checkout events, or a pixel that disagrees with the store’s own numbers. I fix that before scaling anything, including server-side Conversions API where it earns its place.
How is the ad account run?
Campaign structure is kept simple enough to read. Creative gets tested in a way that produces an answer, budgets scale when the data says so, and seasonal pushes are planned in advance. For an Israeli jewelry brand this has meant pixel event strategy, ABO campaign scaling, diagnosing Events Manager data-quality issues, and holiday campaigns around Shavuot and Rosh Hashanah.
What do you optimise Meta campaigns for?
Return on ad spend and the value of a customer over time. Reach, impressions and clicks are inputs, not results. Ads also only pay back when the store converts, so conversion fixes are part of the conversation.