Fixing Meta Attribution with BooleanMaths CAPI
Fixing Meta Attribution with BooleanMaths CAPI
True ROAS improved by 16%
True ROAS improved by 16%
Meta over-reporting reduced by 83%
Meta over-reporting reduced by 83%
True ROAS improved by 16%
Meta over-reporting reduced by 83%
Accessories D2C Brand on Shopify
Period Compared
Before: Dec 21-27, 2025
After: Dec 29, 2025 - Jan 3, 2026
The Challenge
The brand was running on a fragmented tracking stack, combining a 3rd-party checkout CAPI with Facebook’s Shopify app. A mix of web and draft orders polluted conversion data, leading to severe attribution errors.
Meta over-reported conversions by ~65%, showing 153 orders vs 144 actual web orders, making ROAS unreliable and optimization misleading.
BooleanMaths’ Solution
BooleanMaths rebuilt the tracking pipeline end-to-end:
Migrated fully to the BooleanMaths Pixel
Used BooleanMaths attribution models to identify true Meta-driven conversions
Synced only attributed conversions back to Meta via real-time CAPI
No duplicate signals. No draft-order noise. No guesswork.
BooleanMaths’ Impact
True ROAS improved by 16%
Meta over-reporting reduced by 83%
With clean, verifiable signals, Meta began optimizing on reality and not inflated metrics, unlocking confident, performance-driven decision-making.
Before
Tracking via 3rd Party Checkout’s CAPI + Facebook’s Shopify App
Meta was over-reporting by ~65%
Meta claimed 153 orders > 144 total web orders in Shopify
01.The Challenge
The brand was running on a fragmented tracking stack, combining a 3rd-party checkout CAPI with Facebook’s Shopify app. A mix of web and draft orders polluted conversion data, leading to severe attribution errors.
Meta over-reported conversions by ~65%, showing 153 orders vs 144 actual web orders, making ROAS unreliable and optimization misleading.
02.BooleanMaths’ Solution
BooleanMaths rebuilt the tracking pipeline end-to-end:
Migrated fully to the BooleanMaths Pixel
Used BooleanMaths attribution models to identify true Meta-driven conversions
Synced only attributed conversions back to Meta via real-time CAPI
No duplicate signals. No draft-order noise. No guesswork.
03.BooleanMaths’ Impact
True ROAS improved by 16%
Meta over-reporting reduced by 83%
With clean, verifiable signals, Meta began optimizing on reality and not inflated metrics, unlocking confident, performance-driven decision-making.
After
Only BooleanMaths sending clean, verifiable signals. Meta over-reporting reduced and True ROAS improved
65% → 11% Meta over-reporting
2.49 → 2.88 True ROAS
Find out how BooleanMaths can help you enrich your sessions.
Find out how BooleanMaths can help you enrich your sessions.
Before
Before
Tracking via 3rd Party Checkout’s CAPI + Facebook’s Shopify App
Meta was over-reporting by ~65%
Meta claimed 153 orders > 144 total shoplify orders
After
After
Only BooleanMaths sending clean, verifiable signals. Meta over-reporting reduced and True ROAS improved
65% → 11% Meta over-reporting
2.49 → 2.88 True ROAS
Accessories D2C Brand on Shopify
Period Compared
Before: Dec 21-27, 2025
After: Dec 29, 2025 - Jan 3, 2026