Case study
USA Wellness brand — 28% Lower CPA on Clean Tracking.
Full tracking rebuild for a 7-figure DTC wellness brand running Meta at scale on broken Pixel.
−28% CPA
- Industry
Health & Wellness
- Services delivered
Analytics & Tracking · Ongoing Growth Support
- Timeline
3 weeks
- Headline result
−28% CPA
The problem
Where the store was leaking.
GA4 and Shopify revenue disagreed by 19%. Meta was reporting half of the brand's actual conversions. The GTM container had 47 tags, three of them firing duplicate purchase events. Nobody on the team wanted to open it.
Meta CPA had drifted up 41% over four months — the algorithm was learning on signal that was missing one in three real conversions. The media buyer was guessing.
The transformation
Before & after.
Our work
What we changed.
- 01
Tracking audit
Documented every event, every tag, every duplicate. Identified 11 distinct leaks across GA4, Pixel, Shopify, and the consent banner. Ranked by revenue impact before touching anything.
- 02
Clean GTM container
Rebuilt from scratch with a documented event map, naming convention, and tag folders. Old container archived. New container in sandbox before going live.
- 03
Server-side Conversions API
Meta CAPI implemented via Vercel route handler with full event deduplication. Browser-side and server-side events share an event ID so nothing double-counts.
- 04
GA4 reconciliation
Enhanced ecommerce events restructured around Shopify's checkout extensibility. GA4 revenue now sits within 2% of Shopify daily.
- 05
Consent Mode v2 + reporting
Cookiebot integrated with GTM so EU/CA traffic stays consent-compliant. Looker Studio dashboard built for the weekly numbers meeting.
Outcomes
The numbers.
−28%
Meta CPA in 6 weeks
+23%
Reported conversions via CAPI
98%
GA4 vs Shopify accuracy
47 → 18
GTM tags after rebuild
0
Duplicate purchase events
3 wks
Engagement length
“We were running Meta on data we now know was 40% off. Six weeks after the tracking rebuild, CPA dropped 28% — the algorithm finally had clean signal. The weekly numbers meeting went from arguing about which number was right to actually deciding things.”
Marketing director
USA Wellness brand · DTC
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