Fiat, operating through the TOFAŞ group in Turkey, faced critical obstacles in Meta advertising measurement. Browser restrictions, iOS privacy updates, and ad blockers were preventing complete lead tracking across their automotive campaigns, making it impossible to accurately optimize substantial advertising investments or identify which marketing efforts truly drove results.
The solution was Meta Conversions API implementation with comprehensive server-side tracking and advanced customer matching capabilities.
Why Hardal?
Fiat was struggling with incomplete conversion data due to browser restrictions preventing pixels from firing properly. Traditional pixel-only tracking couldn't capture the complete automotive customer journey, which often spans multiple sessions and devices, resulting in lost lead data worth significant advertising spend and inaccurate campaign attribution.
Hardal's Meta CAPI solution eliminated browser-based tracking limitations and captured complete lead conversion data directly from the server.
Key advantages delivered by Hardal:
- Server-side conversion tracking - Direct server-to-server integration capturing every lead event regardless of browser settings or ad blockers
- Advanced customer matching - Enhanced data collection including email addresses improving Meta's attribution and targeting capabilities
- Multi-event coverage - Comprehensive tracking across potential customer inquiries and application submissions throughout the funnel
- High event quality scores - Strong data accuracy with scores up to 7.8/10 ensuring optimal Meta algorithm performance
- Real-time processing - Immediate conversion data enabling rapid campaign optimization and budget allocation
Implementation Process
- Meta Conversions API was integrated with direct server-side tracking from Fiat's digital platforms
- Advanced matching parameters were configured to capture email addresses and customer information
- Multi-event tracking was established for potential customer inquiries and application submissions
- Server-to-server architecture was deployed ensuring reliable data flow independent of browsers
- Event quality monitoring was activated to maintain optimal data accuracy and matching capabilities
The implementation transformed Fiat's ability to track automotive leads across the complete consideration journey, from initial inquiry to final application submission.
Results Achieved
Potential Customer (Lead) Tracking
- 140% increase in tracked lead conversions compared to pixel-only implementation
- 87% advanced matching coverage with lead events including enhanced customer information
- Complete visibility into automotive inquiry behavior previously hidden by browser restrictions
Application Submission Performance
- 200% increase in tracked application submissions versus pixel alone
- 98% advanced matching coverage providing comprehensive customer data for superior targeting
- Enhanced funnel visibility from initial interest through application completion
Business Impact
- More accurate ROAS measurement across Meta campaigns enabling confident budget allocation
- Improved campaign optimization through complete conversion signals feeding Meta's algorithms
- Enhanced lookalike audience quality from richer customer matching data across automotive segments
- Better attribution accuracy connecting marketing touchpoints to actual lead generation
- Strategic insights for automotive marketing decisions powered by complete, reliable data
Fiat has transformed their Meta advertising capabilities, achieving the conversion tracking accuracy needed for confident campaign scaling and optimization across their automotive lead generation efforts.
Implementation Partner: Analytica House
Digital Analytics Agency