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.
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 and Google. 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 events 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 with just one Google Ads 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
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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–September). Meta ROAS lift measured against the pre-TrackBee baseline; Google Ads results compared against Petrol's non-TrackBee accounts run in parallel.