DTC Skincare — fixed attribution drift and recovered ~35% lost purchase signal
Problem
GA4 and Meta were reporting different conversion numbers. Approximately 35% of purchases were invisible to the ad platforms due to ad blockers and iOS restrictions. The marketing team was making budget decisions based on inflated ROAS — allocating spend toward campaigns that appeared profitable but weren't converting at the reported rate.
Solution
Server-side GTM + Meta CAPI + deduplication logic. Full QA validation with real transactions against Shopify as the source of truth. We rebuilt the measurement stack from the ground up, ensuring every purchase event was tracked once — and only once — across all platforms.
Outcome
Recovered ~35% of previously invisible purchase signal. Ad platform algorithms began optimizing on validated data within the first billing cycle. The team reallocated approximately $14K/month from campaigns that had appeared profitable under inflated ROAS but were underperforming against actual checkout data.
Metrics are real and available under NDA. Public numbers may be anonymized.
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