How DESA achieved 124% increase in tracked Add to Cart conversions

DESA, Turkey's leading leather manufacturer and retailer, faced critical data accuracy challenges that were undermining their Meta advertising effectiveness. Browser restrictions, iOS privacy updates, and ad blockers were blocking critical conversion data collection, preventing proper tracking from valuable customer segments and leading to unreliable campaign measurement.

The solution was Meta Conversions API implementation with server-side tracking to overcome browser-based limitations and deliver complete conversion data.

Why Hardal?

DESA was struggling with client-side tracking limitations that significantly reduced mobile tracking accuracy and created incomplete pixel data. This resulted in inaccurate conversion attribution across Meta campaigns, smaller remarketing audiences, limited campaign optimization from missing conversion signals, and difficulty identifying true campaign performance and ROI.

Hardal's Meta Conversions API integration established direct server-to-server communication, bypassing browser restrictions entirely.

Key advantages delivered by Hardal:

• Server-side Meta Conversions API - Direct server-to-server communication with Meta's advertising platform bypassing browser limitations
• First-party data collection - Enhanced event match quality for improved attribution independent of browser restrictions
• Advanced matching implementation - Customer information parameters including email, phone, name, and location data
• Privacy-compliant processing - Regulatory adherent data processing ensuring compliance while maximizing effectiveness
• Real-time conversion sharing - Immediate optimization through instant conversion data delivery

Implementation Process

• Meta Conversions API was integrated with direct server-to-server communication to Meta's platform
• Advanced matching parameters were configured including email, first name, phone, postcode, and surname
• Comprehensive event tracking was established across the customer journey from browsing to purchase
• Enhanced data parameters were implemented for better audience matching and attribution
• Privacy-compliant data processing was deployed ensuring regulatory adherence throughout

The professional implementation eliminated browser-based limitations and delivered complete, accurate conversion data for optimal campaign performance and audience building.

Results Achieved

Conversion Tracking Improvements:

• 124.4% increase in Add to Cart conversions reported to Meta

• 35.8% improvement in Purchase event tracking accuracy

• More complete conversion data enabling better campaign optimization

• Reliable conversion signals improving Meta algorithm performance

• Event Match Quality score of 6.1/10 for both conversion types

• Richer customer matching parameters enhancing audience building capabilities

Business Impact:

• Enhanced audience building with superior customer matching for lookalike and remarketing campaigns
• Improved Meta algorithm performance through reliable, complete conversion signals
• Better attribution accuracy across the entire customer journey
• Strategic campaign optimization enabled by accurate, comprehensive conversion data
• Competitive advantage through superior tracking implementation