How Ava Estell used Server-side tracking by Converge, to boost Meta ROAS by 50%+ with better data
Ava Estell is an all-natural skincare brand that is made with melanin in mind.
They are a fast-growing DTC brand operating on Shopify Plus. Ava relies on marketing for its rapid growth, spending £4+ M annually on Meta ads.
| >50% | £4+ M | >35% |
| Meta ROAS increase | Annual Meta spend | Meta CPA decrease |
“We saw a massive shift in performance… you let me sleep stress-free over Ava Estell account“
Masibu Manima, Managing Director, Translate Culture (media buying agency of Ava Estell)
| Challenge | Solution (Server-side tracking by Converge) |
| The Meta CAPI was consistently missing ~10% of purchases, which resulted in sub-performing ads and thousands of pounds’ worth of wasted ad budget and increased CPA, keeping the brand from scaling further. | 100% of conversions tracked in Meta resulting in ROAS uptick and a fall in CPA. |
| Google Analytics 4 data was unreliable due to missing conversions, duplicates, and inconsistencies in the GTM tracking data. | 100% conversions tracked in GA4, allowing the team to confidently run tests and build dashboards on top of the GA data. |
| The Ava Estell team had no way of sustainably improving matching quality in Meta, due to Meta pixel’s limited tracking capabilities. | Matching quality increased to `Great` for all event types thanks to Converge enriching data forwarded to Meta CAPI with data picked up both client- and server-side. |
