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 dead and completely disconnected from Shopify. It was reporting fake orders and splitting the ad spend attribution, making campaigns look worse than they were
- Removed the ghost pixel and correctly connected the live pixel to Shopify purchase events — fixing ~50% of wasted budget overnight
- 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
~50%
Budget leak stopped on day one. The dead pixel was removed, tracking was corrected, and campaigns finally had accurate conversion data to optimise against.
Tools & Platforms
Meta Ads Manager
Facebook Pixel
Shopify
Facebook Events Manager
Shopify Email
Dashboard Screenshots
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