The Challenge
Ads running, but results weren't adding up.
The Body Essential was running Meta ad campaigns but the results felt off, conversion numbers didn't match reality. The client suspected something was wrong with tracking but didn't know where to look.
They also needed a properly built Shopify store and someone to run and manage their Meta campaigns on an ongoing basis.
What I Did
Found the leak. Fixed it. Then built everything else.
- Pixel audit: found the problem immediately. Two Facebook pixels were installed on the site. One was installed by a third-party app and was reporting purchases that never happened. Meta was showing around 100 orders against 55-70 real ones in Shopify, and the campaigns attached to that pixel showed the strongest ROAS in the account - which is exactly why they kept attracting more budget
- Disabled the third-party pixel. Every campaign optimising toward it stopped delivering, which confirmed the diagnosis: roughly 30-40% of daily budget had been chasing conversions that did not exist
- Built the Shopify store: product pages, collections, checkout flow, mobile experience, and trust signals
- Ran Meta (Facebook & Instagram) ad campaigns: audience research, campaign structure, creative briefs, and ongoing optimisation
- Set up post-purchase email flows in Shopify to drive repeat purchases
- Fixed on-page SEO issues: meta titles, descriptions, image alt text, heading structure
The Result
30-40%
Of daily ad budget was going to campaigns optimising toward a pixel that reported purchases which never happened. Once it was disabled, those campaigns stopped delivering, confirming the diagnosis. Within a day or two of clean data the picture resolved, and the client could finally tell which campaigns were producing real orders instead of adjusting budgets blindly.
Tools & Platforms
Meta Ads Manager
Facebook Pixel
Shopify
Facebook Events Manager
Shopify Email
Dashboard Screenshots
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