Optimise Meta Ads for a Shopify Brand with CAPI

Objective - Help a Lifestyle Brand - BrandX track their full Shopify journey and boost Ads performance using Meta’s CAPI — leading to better attribution & higher ROAS.

Shopify Setup

We deployed a custom tracking setup to track Orders data from Shiprocket’s checkout portal and merge it with User data from Shopify to create complete customer journeys.

22nd April

Shopify App Installed

22.8K

Sessions Tracked

12.7K

Unique Visitors

Traffic Trend

Visitor traffic was consistently in the range of 1.2K-1.5K. Organic contribution was 30%

Conversion API Results

CAPI Impact is positive → higher revenue (+74%) and ROAS (+31%) with only a slight increase in spend.

Top-of-funnel (CTR, Visitor Rate) improved significantly → better ad resonance.
Mid-funnel (ATC rate) also improved → stronger signal quality.
Lower funnel (Checkout rate) decreased → potential to optimize product/checkout pages & add urgency.

CPM increased dramatically but CPC, cost per visitor, ATC, and CPP all improved or held steady → indicating CAPI is helping Meta target higher-intent users more efficiently.

29th April

Meta CAPI Activated

10.5K Events

sent via Meta CAPI

31.3%

ROAS Improvement

Industry Benchmarks

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

25% of orders were organic → Strong signal for brand discoverability

10% users came back to purchase again → Return rates improved

Avg. 1 day, 5 hours from click to purchase → Conversion time is efficient

6.1 ads seen per user. Only 1.2 unique Ads seen → Possible Ad Fatigue

Cancellation rate at 6% → Monitoring needed to reduce potential lost revenue.

Find us on Shopify

Find us on Shopify

Find us on Shopify