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 30–40% of browser events lost. 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 adsets — broad audiences eating budget; (5) Advantage+ placements — placements not manually limited; (6) budget strategy — budget not "stuck" on weak adsets.

The client sees not just the aggregate "Meta: ROAS 5×", but a path inward: in Campaign you pick an Adset, in Adset — 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 cabinet runs in read-only for 90 days — export reports if needed. No locks.