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% Meta ROAS increase | £4+ M Annual Meta spend | >35% 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)
ChallengeThe 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. Google Analytics 4 data was unreliable due to missing conversions, duplicates, and inconsistencies in the GTM tracking data. The Ava Estell team had no way of sustainably improving matching quality in Meta, due to Meta pixel’s limited tracking capabilities. | Solution100% of conversions tracked in Meta resulting in ROAS uptick and a fall in CPA. 100% conversions tracked in GA4, allowing the team to confidently run tests and build dashboards on top of the GA data. 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. |
