Question 1

What is the Meta Conversions API and do I need it?

Accepted Answer

The Conversions API sends purchase and other events from your server or store platform directly to Meta, alongside the browser pixel. Yes, most D2C brands need it: it recovers events lost to ad blockers and browser restrictions and helps Meta optimise better.

Question 2

Why don’t Meta Ads purchases match Shopify orders?

Accepted Answer

Meta and Shopify count differently. Meta uses an attribution window (by default 7-day click and 1-day view) and can count purchases from people who saw an ad, while Shopify records every order. Tracking gaps and timing also cause differences.

Question 3

How do I set up GA4 for a Shopify store?

Accepted Answer

Connect GA4 through Shopify’s Google & YouTube app, which sends standard e-commerce events such as view item, add to cart, begin checkout and purchase. Then verify the events in GA4’s real-time report and mark purchase as a key event.

Question 4

What is MER and why does it matter more than ROAS?

Accepted Answer

MER (marketing efficiency ratio) is total revenue divided by total marketing spend across all channels. It matters because it can’t be inflated by platforms claiming the same sale, so it shows whether your marketing is working as a whole.

Question 5

What KPIs should a D2C brand track every week?

Accepted Answer

Track revenue, orders, average order value, conversion rate, ad spend, blended ROAS or MER, cost per new customer, returning customer rate, and RTO and return rates. Contribution margin after these costs is the number that tells you if growth is profitable.

Question 6

What are UTM parameters and how should I use them?

Accepted Answer

UTM parameters are tags added to links that tell analytics tools where a visit came from, for example utm_source=instagram and utm_campaign=diwali-drop. Use them consistently on every ad, email, WhatsApp and influencer link.

Question 7

Does iOS privacy affect Facebook ad tracking?

Accepted Answer

Yes. Apple’s App Tracking Transparency means many iPhone users opt out of tracking, so Meta sees fewer conversions directly and models some of them. Using the Conversions API and focusing on blended results reduces the impact.

Question 8

How do I know if my ads are bringing new customers or repeat buyers?

Accepted Answer

Compare new versus returning customer orders in Shopify, use Meta’s audience segment reporting for Advantage+ campaigns, and exclude or cap existing customers where needed. Growth depends on adding new customers profitably.

Tracking, attribution & analytics