From Emerging Brand to Scalable Success

A Meta Conversions API Case Study

In 2021, Meta (formerly Facebook) began pushing advertisers toward Conversions API (CAPI) as the future of performance tracking. With tightening privacy regulations (like iOS14.5’s App Tracking Transparency) and the phasing out of third-party cookies, Meta needed a server-side solution to keep performance reporting accurate and optimization reliable. That solution was CAPI – rhymes with “snappy” if you’re trying to say it out loud.

Fast forward to today, and Conversions API is no longer a nice-to-have—it’s a critical piece of the AI advertising puzzle. As Meta’s algorithms increasingly rely on richer, first-party data to drive results, the advertisers seeing the best return are those feeding Meta the best signals. That’s exactly what we set out to do.

The Challenge: Scaling a New Brand with Limited Data

A new client came to us in early 2024 with ambitions to franchise and scale a health-focused service brand across the U.S. At the time, they had just one open location and limited brand awareness. That meant we were starting from scratch: no historical Meta Dataset data, no strong lookalike audiences, and little customer data.

In spite of these headwinds, the brand resonated with potential franchisees and saw impressive growth. By January 2025, they had expanded to 12 open locations in multiple cities. Around this same time, the brand hit a snag: The platform that had handled their e-commerce and CRM functions wasn’t keeping up with the brand’s growth. This was resulting in frequently broken tracking and incorrect data attribution. This was one of the factors that lead to switching providers around this time. However, Conversions API was no longer functional on the new stack.

The Solution: Custom CAPI Integration

Our team partnered closely with the client’s internal team and the software platform’s developers to manually implement Meta’s Conversions API across all 12 locations. It was a technically complex project that required mapping event parameters correctly, ensuring deduplication between the browser and server, and working within the software’s backend limitations.

By end of January 2025, Conversions API was live and sending clean data across all touchpoints.

The Results: Measurable Lift in Performance

Here’s what happened when we re-enabled Conversions API:

• November 2024: 70% ROAS baseline (pre-CAPI)
• December 2024: 76%
• January 2025: 93% (CAPI launched end of month)
• February 2025: 122%
• March 2025: 120%
• April 2025: 150%
• May 2025: 167%
• June 2025: 224%

That’s more than 3X growth in ROAS over seven months—with the largest jumps occurring just 1–2 months after CAPI was fully deployed.

Why It Matters

Conversions API doesn’t just help Meta track conversions—it improves how Meta’s AI understands your customer journey, attributes conversions, and optimizes ad delivery. For this client, that translated into:

• More accurate performance reporting
• Better retargeting and audience refinement
• Faster learning phase exits on new campaigns
• Higher return on ad spend, even while scaling rapidly

Key Takeaway

If you’re serious about growth on Meta in 2025 and beyond, Conversions API is no longer optional—it’s foundational. Especially for new brands or fast-growing businesses, the difference can be night and day.

If you have any questions about Conversions API and your business, don’t hesitate to reach out by filling out the form below. We handle advertising for hundreds of businesses, helping them make the most out of their digital adverting spend on Meta and other digital advertising platforms. We’d love to help you on this journey as well!