The brief
When I took the Cheezious account on, Meta was running only awareness and engagement campaigns. There were no sales campaigns, and nothing on the site could have measured them: no GA4 property, no Tag Manager container and no properly configured Meta Pixel. Orders happened, but neither Meta nor anyone reading the reports could tie them to an ad, so there was no ROAS to report. Before the account could sell through Meta, it needed to see a sale.
What I did
Google Tag Manager first. One container on the site, so every later tag could be added and changed without touching the code.
GA4 configured for an ordering site. Events for add to cart, begin checkout and purchase, so the business had a record of what the traffic actually did, independent of any ad platform.
Meta Pixel set up properly. Standard events fired through Tag Manager, purchase set as the priority event, and the pixel tested order by order in Events Manager before any sales campaign went live.
Sales campaigns on top. With purchases being recorded, I introduced the account's first sales campaigns, optimised for purchases, and scaled the monthly budget as they returned. That work is the Cheezious Meta ads case study.
Results
The account went from no tracking to three tools working together, and from having no sales reporting to measuring every campaign on revenue. The sales campaigns averaged a 36.88 ROAS, with the strongest at 46.43, and on the best ad sets cost per purchase came in 76% below Meta's peer benchmark.
In short
The account couldn't sell through Meta until the platform could see what a sale looked like. Tracking was the first fix, and every result after it depended on it.