How a Southern California pet specialty retailer turned $7,455 in Meta spend into $120,614 in tracked revenue in 72 days, once we built the purchase tracking its Salesforce platform never had.
Our client, a leading Southern California pet specialty retailer, had been running Meta without ever using Ads Manager properly. There was no pixel, no conversion events and no product catalog, because their Salesforce commerce platform ships no native Meta connector and nobody had built one.
We built it. Then we rebuilt the account around the revenue it could finally see: $120,614 on $7,455 in media over 72 days.
No media work could fix an account that couldn't see a sale. That set our sequence: measure, rebuild, scale.
We implemented the Meta Pixel and purchase-event tracking directly through the Salesforce commerce backend, then synced the full product catalog into Commerce Manager. With no native integration, this took custom event and feed engineering, not an app install. Tracking went live May 21, unlocking value-based bidding, dynamic product ads and purchase-seeded lookalikes.
We retired boosted posts and reach spend, moving 100% of budget into three tiers: cold prospecting, warm retargeting of site visitors and catalog viewers, and lookalikes of high-value buyers. CPM rose from $4.07 to $10.31 by design, because we stopped buying the cheapest impressions and started buying likely purchasers. Link click-through nearly doubled, from 0.45% to 0.77%.
The retailer's monthly in-store specials were its most valuable and least promoted asset. We turned them into a campaign class: each month we pull live offers, design fresh graphics, rewrite copy and rebuild audiences from current purchase data. Across three editions the engine returned $64,642 on $3,481.75, an 18.6x ROAS, delivering 53.6% of revenue on 46.7% of budget.
June's specials returned 31.0x on $758. Rather than protect that number, we tripled July's daily budget: July returned 15.2x, roughly half June's rate, and $16,181 more revenue. A "Last Chance" urgency flight in each offer's final ten days lifted blended ROAS from 14.0x to 17.7x on flat daily spend. We put budget where returns were durable, not where they were most spectacular.
Median Meta ROAS across roughly 35,000 ecommerce brands is 1.86x. All eight campaigns in the rebuilt account landed between 11.3x and 31.0x, and the three largest by spend held at 13.2x to 15.2x. July alone delivered $71,087 on $4,665.
ROAS by campaign, largest spend first · Monthly specials in red
| Metric | Apr 1 – May 20 | May 21 – Jul 31 |
|---|---|---|
| Tracked revenue | $90.09 | $120,614.20 |
| Media spend | $2,863.86 | $7,455.33 |
| Blended ROAS | 0.03x | 16.18x |
| Purchases | 5 | 1,165 |
| CPM | $4.07 | $10.31 |
| Link click-through | 0.45% | 0.77% |
| Budget in conversion campaigns | 48.3% | 100% |
The April 1 to May 20 column reflects the absence of conversion tracking, not the true performance of that spend. CPM rose by design: conversion objectives buy qualified traffic instead of cheap impressions. Meta Ads Manager, purchase-attributed, campaign level.
You can't optimize toward sales you can't see. Fixing measurement first turned an ad account that looked broken into the retailer's largest online revenue driver.
Measure, rebuild, scale, in that order.
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