The challenge
A Shopify jewelry brand was running Meta ads on data it could not trust. Checkout events were missing values, Meta’s numbers disagreed with Shopify’s, and campaigns were being scaled and paused on that basis.
What was built
The pixel event strategy was rebuilt around the real funnel, from add to cart through initiate checkout to purchase, with the missing values fixed and the Meta-to-Shopify discrepancies traced and resolved in Events Manager. Campaigns were restructured and scaled with ad-set budgets, with learning-phase decisions made deliberately rather than reactively. Reporting was connected through Windsor.ai. An early CRM integration sent Airtable records to the Conversions API through Make. Seasonal campaigns were built around Shavuot and Rosh Hashanah. A separate SEO workstream covers the store’s organic search.
The result
The account now runs on conversion data that matches the store, with a campaign structure that can be scaled and a calendar of seasonal pushes planned ahead instead of improvised. The same tracking-first approach is how I run all Meta ads work.