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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