Why data quality made Scandivv come back to TrackBee.
Scandivv scaled fast on social, then briefly switched its server-side tracking to Triple Whale. Meta event match quality slipped and performance softened. When they returned to TrackBee, the conversion data and the performance came back.
Scaling on Meta meant improving the data foundation.
Scandivv is a fast-growing DTC jewelry brand founded by Robin de Bree. It started from organic influencer demand on Instagram and TikTok and grew into a full Shopify business that now reaches a global audience, with a strong presence in the US alongside Europe and the UK. With growth driven almost entirely by paid and organic social, Scandivv's success depends on how well ad platforms can understand and optimize for real customer behavior.
From early 2025, Scandivv worked closely with Captain-e, a media buying agency that scales 6 to 8 figure Shopify brands with an algorithm-first approach. Their campaigns started on standard client-side tracking through native platform integrations. As performance matured, both teams agreed it was time to improve tracking quality and build a stronger data foundation for further scaling.
"As brands scale, you depend more and more on the quality of the data you feed into the algorithm."
Pim
Founder · Captain-e
Managed by agency Captain-e
TrackBee was introduced as their server-side tracking solution and implemented across Scandivv's Shopify setup. From that point on, TrackBee captured conversion events server-side and enriched them with first-party data, handling the delivery of key events like Add to Cart, Checkout, and Purchase back to Meta for optimization. Later, curiosity led the team to explore an alternative setup alongside their existing tools, specifically Triple Whale.
What we did
Broader insights came with a shift in data quality.
Scandivv temporarily switched away from TrackBee's server-side tracking to test Triple Whale. The motivation wasn't dissatisfaction, it was exploration. Triple Whale offered extra layers around business insights, like profit visibility, channel-level overviews, and survey-based context. Those capabilities weren't the problem TrackBee was solving. TrackBee's focus has always been deliberately narrow: sending the highest possible quality of conversion data into advertising platforms.
As part of the test, Triple Whale also took over responsibility for the server-side tracking layer. Once it did, changes started to appear. The Event Match Quality (EMQ) scores inside Meta began to decline, and shortly after, overall performance entered a period of lower ROAS.
"The first thing I noticed after switching to Triple Whale was the negative change in the EMQ scores. At the same time, we also had a period where ROAS dropped, which hadn't really happened before."
Pim
Founder · Captain-e
TrackBee funnel view
Both teams are careful not to claim direct causation. Seasonal factors, including Black Friday, were also in play. Still, when reviewing all the variables, data quality stood out as the only measurable change that aligned with the performance dip. That uncertainty became the reason to test a clear hypothesis: go back to TrackBee and see what happens.
Results
Restoring data quality clarified the impact on performance.
Scandivv re-enabled TrackBee as a controlled test, running it alongside Triple Whale. The EMQ signals were clear within a week.
Meta · purchase EMQ
9.1/10
Purchase event match quality climbed to roughly 9.1 after returning to TrackBee, up from around 8.5 during the Triple Whale period.
Meta · pageview EMQ
6.4/10
PageView EMQ improved into the 6.4 range, up from the mid-5s, with gains across every event in the funnel.
Time to decision
1 week
The team planned a two-week demo but didn't need it. After about a week the data quality difference was clear enough to commit.
EMQ scores: Triple Whale versus TrackBee
The clearest and most objective change was visible in Meta's Event Match Quality scores. During the period where Triple Whale handled server-side tracking, PageView scores sat in the mid-5 range, ViewContent and Add to Cart averaged around 5.6 to 5.7, Initiate Checkout reached roughly 6.9, and Purchase sat around 8.5 out of 10. Those scores mean a significant share of events could not be confidently matched to real users, limiting the signals Meta could optimize on.
After TrackBee was reactivated, PageView improved into the 6.4 range, ViewContent rose to about 6.3, Add to Cart to around 6.8, Initiate Checkout to 7.6, and Purchase climbed to roughly 9.1. The biggest gains were on deeper-funnel events, where accurate matching matters most. In practical terms, Meta's algorithm had a clearer picture of who converted, not just that a conversion happened.
Meta EMQ while on Triple WhaleMeta EMQ back on TrackBee
Performance followed the data
While ROAS is influenced by many variables, both Scandivv and Captain-e observed that performance stabilized and improved again within a week of returning to TrackBee. The team deliberately avoids hard percentage claims here and describes it as a directional outcome supported by improved data quality.
"After we switched back to TrackBee, we did see things start to pick up again."
Pim
Founder · Captain-e
A reliable data layer across clients
From Captain-e's perspective, TrackBee works as a reliable, standardized data layer across clients. Rather than adding complexity, it brings consistency to how server-side tracking is implemented and how data is sent back to Meta. Because the setup is straightforward and communication is direct, Captain-e spends less time questioning data quality and more time on campaign strategy, creative testing, and scaling with confidence.
This case highlights a lesson many fast-growing Shopify brands eventually learn: data quality isn't abstract, it directly affects performance. When the quality of server-side signals declined, EMQ scores dropped and performance followed. When TrackBee restored accurate, enriched server-side data, scores recovered and performance stabilized. Looking ahead, Scandivv plans to expand further across platforms, including TikTok and Pinterest, where maintaining consistent, high-quality data across the whole stack becomes even more important.
"I prefer working with a reliable tracking partner. TrackBee is always one of the first tools I think of."
Pim
Founder at Captain-e
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EMQ figures compare Meta Event Match Quality during the Triple Whale period (September 30 to October 27 2025) against the TrackBee period (November 19 to December 16 2025). Performance is described directionally; both teams avoid hard percentage claims given seasonal factors such as Black Friday.
Meta · with Captain-e
