Meta Ads that sell,
not just show ads.

iOS 14.5+ requires user consent for tracking (App Tracking Transparency), Safari ITP blocks third-party cookies, ad blockers strip JavaScript events. That's a meaningful share of browser events lost (the exact number varies by niche, audience and mobile share). The Meta algorithm learns on incomplete data and optimizes for the wrong people. The fix — Conversions API: a server-side event next to Pixel.

CAPI is a server-side event your site/backend sends directly to Meta, bypassing the browser. We set up CAPI via GTM Server-side or directly from the backend. We send the same events as Pixel (Purchase, Lead, InitiateCheckout) + pass an Event ID for deduplication. We verify Event Match Quality (EMQ) — should be ≥ 7/10.

EMQ is a 0–10 score Meta gives based on how many matching parameters are passed (email, phone, IP, user_agent, client ID). The higher the EMQ, the more accurately Meta can attribute conversions and train the algorithm. Minimum target — 7/10. Below 6 — alert.

Six deterministic checks run automatically every day: (1) Pixel/CAPI parity — do browser and server-side events match; (2) event coverage — Purchase / Lead / InitCheckout / AddToCart configured; (3) funnel structure — is Retargeting separated; (4) catch-all ad sets — broad audiences eating budget; (5) Advantage+ placements — placements not manually limited; (6) budget strategy — budget not "stuck" on weak ad sets.

The client sees not just the aggregate "Meta: ROAS 5×", but a path inward: in Campaign you pick an Ad Set, in the Ad Set — a specific Ad with a creative thumbnail. Each level has its own KPIs (CTR, CPA, Hook Rate, Thumb-stop). So you see which targeting + which creative is working — not "something somewhere is selling".

Technical minimum — $8–$10/day. Comfortable corridor — from $500/month. Smaller budgets mean slower algorithm learning and less data for optimization. Starter works at smaller budgets too, but we flag the limitations up front.

Technical launch — 3–5 business days. First conversions — 3–7 days. ROAS stabilization — 2–4 weeks of algorithm learning. Objective conclusions — 60 days. Month one is a data-collection phase, not "burn budget and get 10× ROAS".

Catalog Sales — a Meta campaign type where the algorithm picks which product from your catalog to show each user. DPA (Dynamic Product Ads) — a format where Meta auto-builds the ad from a product the user viewed (retargeting mechanic). Works only if Commerce Manager has a clean product feed with prices/availability.

Hook Rate — % of viewers who watch the first 3 seconds of the video. Thumb-stop — % who stop scrolling and pause. These are decisive metrics for video creatives in Reels/Stories. Bad metrics → Meta shows your video less, CPM rises. We measure them by hand during monthly tests.

For a quality Lookalike — minimum 100 Purchase events in the source audience (for small niches — 100 Leads or Add-to-Cart). Ideal — 500+ for a stable LAL. Meta searches for similar 1%/2%/3% of the country's population. You can also build LAL from a customer base (upload email/phone) — often the best result.

We plan creatives (angle, message, hook, CTA, format) and write copy variants. AI helps score copy on hook strength. Filming and editing are separate — not included in packages, but we'll point you to vetted producers. In Growth — 2–3 copy variants per month; in Omni — 8–12 per quarter with A/B planning.

It's all yours: Business Manager, Pixel, CAPI integration, Custom Audiences, Lookalikes, creatives, feed, history. We hand over access and documentation. The client portal runs in read-only for 90 days — export reports if needed. No locks.