Smarter Ads for a Shopify brand with Attribution + CAPI

Objective - Help an Apparel Brand - BrandX track their full Shopify journey, identify performing channels and optimise ad performance using Meta’s CAPI — leading to better attribution & higher ROAS.

Shopify Setup

We developed a data merge algorithm to merge Orders data from Razorpay’s checkout portal with User data from Shopify to create complete customer journeys.

28th March

Shopify App Installed

112K

Sessions Tracked

56.2K

Unique Visitors

Traffic Trend

Visitor traffic was consistently in the range of 3K-4K. Organic contribution was 33%

Conversion API Results

Post-CAPI uplifted ROAS (+9.2%) and improved conversion journey and AOV

Cart behavior improved, but checkout drop-off needs analysing

Despite higher CPM and CPC, cost per purchase fell, indicating better user quality and intent.

Next steps: Analyze checkout flow, refine high-cost audiences, and invest in retention for high-AOV users.

7th April

Meta CAPI Activated

63.9K Events

sent via Meta CAPI

9.2%

ROAS Improvement

Attribution Summary

Instagram Reels and Facebook Mobile Reels are key drivers of conversion journeys, excelling in both early and sustained engagement.

Industry Benchmarks

We benchmarked Brand X’s order fulfilment metrics with a few other brands to highlight what’s working and areas for improvement.

High AOV (₹3.4) — Second only to Apparel, indicating healthy cart size.

Best Returning User Rate (15.1%) — Shows strong customer satisfaction and repeat behavior.

Good Conversion Time (2 Days, 3 Hrs) — Relatively efficient, just behind Brand A.

Low Cancel Rate (2.0%) — Indicates stable fulfillment and customer satisfaction.

Decent ROAS (2.13) — Balanced performance on ad efficiency.

Organic Orders (16.4%) — brand discoverability can be improved.

Paid Ads Seen (4.1) — Lower exposure compared to Brand A and Apparel — scale campaign reach.

Find us on Shopify

Find us on Shopify

Find us on Shopify