Meta · ROAS
+100%
Meta ROAS doubled across the two-month PoC. EMQ scores moved from 3.5 to 5.5 range up to consistently high.
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Meta + Google · 2-month proof of concept
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How Petrol Industries doubled their Meta ROAS in two months.
A Dutch denim brand with a strong DTC channel was losing conversion data before it ever reached Meta and Google. A two-month TrackBee proof of concept across low and high season closed the gap.
Summary
How Petrol Industries doubled Meta ROAS with cleaner data
Petrol Industries, a Dutch denim brand with a strong DTC channel on Shopify, was losing conversion data before it reached Meta and Google. Over a two-month proof of concept spanning low and high season, TrackBee captured conversion events server-side and enriched them with first-party data before forwarding them to both platforms. Meta ROAS doubled, Google Ads ROAS rose 20%, and Google Ads CPA dropped 30% on the test account. Meta Event Match Quality climbed from the 3.5 to 5.5 range up to consistently high scores, and Google Enhanced Conversion Coverage rose from around 70% to 100%. Across the board, the marketing team's Marketing Efficiency Rate (MER) improved by 5%.
- Brand: Petrol Industries, Dutch denim brand on Shopify
- Channels: Meta and Google Ads
- Result: Meta ROAS +100%, Google Ads ROAS +20%, Google Ads CPA -30%
- Data quality: Meta EMQ from the 3.5 to 5.5 range up to consistently high, Google Enhanced Conversion Coverage from around 70% to 100%
- Efficiency: Marketing Efficiency Rate up 5% across the board
- Timeframe: two-month proof of concept across low and high season
The challenge
Conversion data was leaking before it reached the ad platforms.
Despite impressive growth in their direct-to-consumer channel, Petrol Industries faced significant gaps in the data being delivered to their advertising platforms. Key conversions such as purchase, initiate checkout, and add-to-cart were not being tracked accurately. These discrepancies became apparent when comparing Shopify data with the reporting from the advertising platforms.
"There were obvious gaps between the conversions Shopify showed us and the amount of conversions reported in the advertising platforms."
Teun de Kort
Digital Marketer · Petrol Industries
In addition to missing conversions, the quality of the data was also insufficient. The Meta Event Match Quality (EMQ) score was consistently low, with many events scoring between 3.5 and 5.5 out of 10. That indicated a significant opportunity to improve both the accuracy and the quality of the data being delivered to the platforms.
Low-quality, incomplete data results in ineffective ad spend. Ad platform algorithms rely on accurate, comprehensive data for optimal targeting and performance. To close those gaps and optimize their ad spend, Petrol Industries turned to TrackBee.
What we did
Server-side tracking plus first-party data enrichment.
Petrol Industries needed a solution that not only tracked the missing conversions and events, but also enhanced the quality of the data being sent to the advertising platforms. By delivering richer, more accurate data, they aimed to optimize the performance of their advertising algorithms.
TrackBee offered Petrol Industries the opportunity to test its server-side tracking and data enrichment capabilities. The two parties agreed on a two-month proof of concept, testing during both the low season (August) and the high season (September) to evaluate the solution's performance across different market conditions. Petrol Industries tested TrackBee with their Meta account and one Google Ads account, so they could isolate the effect on these platforms.
"The two-month PoC gave us the opportunity to see the effect of TrackBee during low and high season."
Teun de Kort
Digital Marketer · Petrol Industries
TrackBee captures conversion events server-side and enriches them with first-party data before forwarding them to Meta through the Conversions API and to Google Ads through Enhanced Conversions. That means cleaner inputs into both ad platforms, with no Shopify theme code to maintain on Petrol's side.
Results
Better data in, better ad performance out.
Within hours of installation, data quality improved. Over the two-month trial, the improvements compounded into real platform performance.
Google Ads · ROAS
+20%
The one Google Ads test account on TrackBee outperformed every other Petrol account, which stayed flat over the same window.
Google Ads · CPA
-30%
Cost per acquisition dropped on the TrackBee-enabled account, with Enhanced Conversion Coverage rising from around 70% to a consistent 100%.
"After setting up TrackBee, we immediately saw data quality improve on Meta, within just an hour of installation."
Floris Boon
Webshop Manager · Petrol Industries
Meta: EMQ jumped, ROAS followed
Before TrackBee, Meta's Event Match Quality scored consistently between 3.5 and 5.5 out of 10. With TrackBee's server-side tracking for Meta and first-party enrichment, those scores climbed across the funnel. Higher EMQ means Meta's algorithm has more reliable signal to optimize on, which translated directly into a 100% lift in ROAS.
Meta EMQ · before and after installing TrackBee
Google Ads: one test account, three lifts
Petrol Industries tested TrackBee's Google Ads integration with just one account first, so they could directly compare results against the rest of their portfolio. The TrackBee-enabled account showed:
- +20% increase in ROAS
- -30% decrease in CPA
- 100% Enhanced Conversion Coverage (up from around 70%)
The accounts without TrackBee showed no improvement in ROAS or CPA over the same window.
"Starting with just one Google Ads account allowed us to clearly demonstrate the effectiveness of TrackBee's Google Conversion Booster."
Floris Boon
Webshop Manager · Petrol Industries
Google Ads · Enhanced Conversion Coverage after TrackBee
Beyond the platforms: marketing efficiency
Tracking missing conversions and improving data quality didn't just improve performance on Meta and Google. It also helped Petrol's marketing team achieve greater overall efficiency.
"TrackBee contributed a lot to increase our Marketing Efficiency Rate (MER) by 5% across the board."
Floris Boon
Webshop Manager · Petrol Industries
The Petrol Industries marketing team is measured on Marketing Efficiency Rate (MER). Cleaner data didn't just make individual channels work better. It moved the number the whole team is graded on.
"Two months after installing TrackBee, our ROAS for Meta has doubled, and for Google Ads it has shown a 20% lift."
Teun de Kort
Digital Marketer at Petrol Industries
FAQ
Questions about Petrol Industries' results with TrackBee
What did TrackBee do for Petrol Industries?
TrackBee replaced the leaky browser tracking with server-side tracking. It captured conversion events like add to cart, checkout, and purchase server-side, enriched them with first-party data, and sent them to Meta and Google with cleaner, more complete signals. That closed the gap Petrol saw between Shopify and their ad platforms.
How did Petrol Industries double their Meta ROAS?
Better data. With server-side events and first-party enrichment, Meta's Event Match Quality climbed from the 3.5 to 5.5 range up to consistently high scores. Higher match quality gives Meta's algorithm more reliable signal to optimize on, and over the two-month test that translated into a 100% lift in Meta ROAS.
How long did the Petrol Industries proof of concept take?
Two months. Petrol ran TrackBee across both low season (August) and high season (September) to see the effect under different conditions. Data quality improved within an hour of installation, and the platform gains compounded over the full window.
What does TrackBee do for Shopify brands?
TrackBee captures conversion events server-side and enriches them with first-party data, then sends clean, well-matched signals to Meta, Google, TikTok, Pinterest, GA4 & Klaviyo. Browser pixels miss around 30 to 60% of conversions, so server-side tracking recovers much of that signal and lets ad platforms optimize on accurate data.
Free for 30 days
Want a Meta lift like Petrol's?
Install TrackBee in five minutes. Run it alongside your current setup for 30 days. Compare your own Meta EMQ and Google ROAS, then decide.
Results measured during Petrol Industries' two-month TrackBee proof of concept across low and high season (August to September). Meta ROAS lift measured against the pre-TrackBee baseline; Google Ads results compared against Petrol's non-TrackBee accounts run in parallel.