Ad tracking rebuilt so a beauty brand could sell across India
A South Indian Ayurvedic beauty brand had strong sales at home and almost none elsewhere, because years of ad data had taught Meta to keep spending in one state. We rebuilt the tracking from the ground up so a clean, national signal could be trained without touching the profitable home market.
Background
The brand sells skincare and haircare through its own Shopify store, on Amazon India and from a flagship store in a city mall. Most online revenue came from paid social. The founder wanted to grow nationally without losing what was working.
Challenge
The brand’s Meta pixel had learned from years of purchases concentrated in its home state. Every new campaign, however it was targeted, drifted back to the same audience. National campaigns burned budget and under-delivered. On top of that, tracking ran through a third-party app that added cost and noise.
What we built
- Set up a second, clean ad account and pixel dedicated to buyers outside the home state
- Built server-side tracking that sends only out-of-state purchases to the new pixel, every 15 minutes
- Kept the original pixel on the home market, moved it to Shopify’s native server-side tracking and removed the third-party app
- Added a “new customer purchase” event so the brand could bid for first-time buyers, not repeat discount hunters
- Enriched every event with city, postcode and customer identifiers to raise match quality
Tools used
Shopify custom pixels and native Conversions API, Meta Business Manager and Events Manager, Make.com automations, Meta Graph API for verification.
What changed
The brand now runs two ad accounts with two clean signals. National campaigns no longer collapse back into the home state, and the founder can see for the first time what a new customer outside it costs to acquire.
Home market and national market trained separately, so one no longer drags the other.
Out-of-state purchases reach the national pixel within fifteen minutes of the order.
Tracking now runs on Shopify’s own integration. One less cost, one less source of noise.
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