E-commerce / DTC4 weeks timeline
First-Party Data & Attribution System
DTC Skincare Brand
The Challenge
iOS 14.5+ privacy changes wiped out 40% of their Facebook attribution data overnight. The brand was spending $200K/month on paid media with no reliable way to measure ROAS. Customer journeys were invisible — Shopify, Klaviyo, and Meta all told different stories. The marketing team was flying blind.
Our Approach
- Deployed server-side tracking via Google Tag Manager SS and Shopify webhooks, bypassing browser-level ad blockers and ITP restrictions
- Integrated Meta Conversions API and Google Enhanced Conversions for direct server-to-platform event matching
- Built a unified customer identity graph stitching anonymous sessions to known buyers using first-party cookies and email hashing
- Created a single-source-of-truth attribution dashboard reconciling Shopify revenue, ad platform spend, and Klaviyo email flows
Results
Attributed Conversions
+38%
Recovered from server-side event matching
Blended ROAS
2.1x → 3.4x
From better signal feeding ad algorithms
Reporting Time
10hrs → 0
Fully automated daily P&L by channel
Technologies Used
GTM Server-SideShopify APIsMeta CAPIBigQueryLooker StudioKlaviyo