How Machka achieved 193% increase in tracked Add to Cart conversions

Machka, one of Turkey's premium fashion brands with over 295 stores across 13 countries, faced critical data accuracy issues that were limiting their advertising effectiveness. Browser-based tracking was missing significant purchase and engagement events, while iOS privacy restrictions, ad blockers, and cross-device shopping journeys prevented complete conversion visibility and accurate attribution.

The solution was Meta Conversions API implementation with advanced server-side tracking and comprehensive customer matching capabilities.

Why Hardal?

Machka was struggling with incomplete conversion data due to browser restrictions and ad blockers preventing conversion pixels from firing. Traditional pixel-only tracking couldn't capture comprehensive customer information for ad personalization, making it impossible to accurately connect sales to the right marketing touchpoints and leading to suboptimal budget allocation.

Hardal's Meta CAPI solution, implemented by Analytica House, eliminated browser-based tracking limitations and captured events directly from the e-commerce platform.

Key advantages delivered by Hardal:

• Server-side conversion tracking - Significantly more accurate data capture unaffected by ad blockers or browser restrictions
• Advanced matching implementation - Enhanced customer data collection including email, first name, phone, postcode, and surname
• Cross-device attribution - Connected complete customer journey across devices and sessions
• Real-time processing - Immediate event data enabling rapid campaign optimization
• Comprehensive event coverage - Enhanced tracking for View Content and Add to Cart events with richer customer data

Implementation Process

• Meta Conversions API was integrated with direct server-side tracking from e-commerce platform
• Advanced matching was configured to capture email addresses, first names, phone numbers, postcodes, and surnames
• Cross-device attribution system was established connecting complete customer journeys
• Real-time event processing was activated for immediate campaign optimization
• Comprehensive event coverage was deployed across View Content and Add to Cart conversions

Working with digital agency Analytica House, the implementation transformed Machka's ability to track browsing behavior and optimize conversion funnels across their international fashion retail operations.

Results Achieved

View Content Events:

• +85.9% increase in additional conversions reported from Conversions API vs pixel alone
• Enhanced matching activity capturing comprehensive customer information
• Match Quality Score: 6.3/10 demonstrating strong data accuracy

Add to Cart Events:

• +193.2% increase in additional conversions reported from server-side tracking
• Advanced matching providing richer customer data for cart abandonment campaigns
• Match Quality Score: 6.5/10 enabling superior conversion funnel optimization

Business Impact:

• More complete conversion data enabling better campaign optimization decisions
• Improved customer matching rates enhancing ad targeting effectiveness across 13 countries
• Enhanced remarketing audiences built from comprehensive conversion tracking
• Better attribution providing clearer ROI visibility across marketing channels
• Reliable tracking unaffected by browser restrictions supporting international expansion