Vertical: E-commerce
Niche: Smartphones (new & refurbished)
Market: Ukraine
Platform: Meta Ads



The client relied solely on the Meta Pixel for conversion tracking. As privacy restrictions (e.g., iOS 14+) expanded, tracking accuracy dropped significantly:

• Conversions in Ads Manager were underreported by 25–40%
• Meta’s optimization algorithm received incomplete data, which led to inefficient budget allocation and higher CPAs
  

• Performed a full audit of the client’s existing Pixel setup and event mapping
• Identified key eCommerce events to track: ViewContent, AddToCart, InitiateCheckout, Purchase and Lead
• Planned a hybrid browser + server-side architecture via Google Tag Manager (GTM) and Server-Side GTM (sGTM)
  

• Created dedicated eCommerce variables in GTM to capture and structure product-level data
• Configured Meta event tags with the new variables and triggers to ensure clean and consistent parameter passing
• Deployed a Server GTM (sGTM) container, including:
  • Custom variables to pass all necessary parameters (transaction value, currency, content IDs etc.)
  • Triggers for each eCommerce event to ensure correct firing logic
  • Server-side Meta tags configured for API event transmission
• Completed extensive testing using Meta’s Test Events Tool to verify event deduplication and data accuracy

Cost Per Acquisition (CPA) decreased by up to 35% while spend increased by 87%.