← Selected work
Velora Skincare
01
The problem
Purchase attribution was inconsistent and server-side event quality needed improvement.
Browser-only signals, incomplete parameters, and no deduplication meant Meta could not reliably match purchase events to people. Event Match Quality sat at 4.4, so optimization ran on weak signals.
02
The system
Layer 01
Tracking architecture
Meta Pixel, GA4 events, and Conversion API structured so data flows between browser and server.
Layer 02
Event validation
Purchase event checked in GTM preview for trigger accuracy and correct firing before going live.
Layer 03
Data mapping
Value, currency, content IDs, and order details mapped for both GA4 and Meta.
Layer 04
Quality optimization
Deduplication and advanced matching with enriched user data.
03
What I implemented
- 01Meta Pixel, GA4 events, and Conversion API tracking architecture
- 02Purchase event validated in GTM preview mode before publishing
- 03Browser + server events verified in Events Manager with deduplication applied
- 04Ecommerce parameter mapping: value, currency, content IDs, order information
- 05Advanced matching and enriched user data for stronger event matching
04
Validation
05
Result
4.4 → 9.3
Event Match Quality
Browser + ServerPixel and Conversion API both active and deduplicated.
+47% signalsImprovement in attributed purchase signals after the rebuild.
Verified dataParameters and matching checked before scaling.
06