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How The Frankie Shop Achieved +30% Ad Return by Capturing Missing Conversions
connected
per month
Meet The Frankie Shop
The Frankie Shop blends masculine and feminine elements, offering contemporary and timeless pieces to those who seek understated yet timeless fashion.
As the brand has a strong online presence through Shopify with physical stores in Paris, New York, and London, they aimed to streamline their marketing endeavors and enhance their ability to make data-driven decisions.
The Challenge
The Frankie Shop needed to unify its data to truly measure marketing efficiency
Through industry mentions and positive recommendations from other ecommerce brands, The Frankie Shop approached Polar struggling with high acquisition costs and difficulty tracking accurate marketing ROI.
At the root of it all?
Misleading data and poor tracking
Their data highlighted a massive concern: while customer information such as Email and Country were tracked at 100%, Click ID had a Event (sales) match rate of just 1.74%. This indicates that Facebook was only able to identify 1.74% of shoppers that purchased.
This reveals that advertising platforms are unable to identify shoppers and match them to sales, resulting in a significant number of missed conversions. In other words, they couldn’t confirm whether their ads succeeded or failed.
Additionally, this incapability prevents Facebook from enriching its algorithms, leading to even more losses due to poor reach. Without accurate data, Facebook fails to learn to target shoppers who are likely to purchase.
Our decision to adopt Polar's server-side tracking wasn't just about solving a problem; it was about seizing an opportunity to be better. The results speak for themselves: -22% in CAC and +30% ROAS.
The Solution
Unbiased and faultless data to create actionable insights
Since Facebook cannot collect sufficient data on shoppers that converted (purchased), our team introduced The Frankie Shop to Polar Pixel to handle data collection for accurate and comprehensive tracking.
Polar Pixel achieves this through Identity Resolution. By installing Polar Pixel directly on The Frankie Shop’s website, they were equipped to track events linked to each Shopify order and observe customer journeys. This allowed them to identify shoppers behind missing Click IDs and match their activities to purchases.
With Polar Pixel, The Frankie Shop implemented Polar’s Conversions API (CAPI). Polar CAPI was capable of telling Facebook’s Meta Pixel who those missing shoppers are, giving them the missing Click IDs and purchases to fill in the gaps of their missing data.
This allowed Meta’s algorithm to better detect similar shoppers and sales. Ultimately, the algorithm would target audiences with similar demographics and consumption habits to those who have already purchased, increasing the likelihood of purchase from those targeted by ads.
With Polar CAPI, The Frankie shop team would finally be empowered to enhance their advertising algorithms for effective targeting.
The Results
After 7 days of launching Polar Pixel across two stores, The Frankie Shop watched their Click ID match rate rise by fivefold, from 1.7% to 10%.
They also witnessed a lift in total Events (purchases) and % of Events received, from 5.6% to 59.6% — With Polar CAPI, 54% additional conversions were reported back.
What does this suggest?
Before launching Polar CAPI, The Frankie Shop had access to only 1.74% of sales achieved through Meta. For example, out of 100 orders, Meta only identified 2 Facebook profiles behind those orders.
CAPI then transmitted the information to Meta, enabling them to identify the missing shoppers behind those orders.
An additional 54% in conversions reported back signifies that in addition to the original 100 orders matched, 54 orders had been completely overlooked by Meta. With these 54 orders reported back through Polar CAPI, The Frankie Shop could fully trust the results of their advertising activities.
They ran the same 35 ad sets with no additional spend and saw:
- Cost per Purchase decreased by 22%
- Return on Ad Spend escalated by 30%
- Cost per Click fell by 3%
- Click-Through Rate increased by 6%
These results stood as key components that provided The Frankie Shop’s team the liberty to either continue to run their Meta campaigns, stop their campaigns, or better them overall.
Now, with Facebook’s campaigns fueled, The Frankie Shop is not stopping here. Their team will focus on the next phase of their business: Tackling all of their acquisition channels — Google Ads, Tiktok, and Klaviyo.
How could activating your Klaviyo data help you navigate the next phase of your business? Find out by reading our article on Introducing a new way to convert missed shoppers into new revenue.
What where your goals ?
What are your marketing challenges ?
The Frankie Shop needed to unify its data to truly measure marketing efficiency
Through industry mentions and positive recommendations from other ecommerce brands, The Frankie Shop approached Polar struggling with high acquisition costs and difficulty tracking accurate marketing ROI.
At the root of it all?
Misleading data and poor tracking
Their data highlighted a massive concern: while customer information such as Email and Country were tracked at 100%, Click ID had a Event (sales) match rate of just 1.74%. This indicates that Facebook was only able to identify 1.74% of shoppers that purchased.
This reveals that advertising platforms are unable to identify shoppers and match them to sales, resulting in a significant number of missed conversions. In other words, they couldn’t confirm whether their ads succeeded or failed.
Additionally, this incapability prevents Facebook from enriching its algorithms, leading to even more losses due to poor reach. Without accurate data, Facebook fails to learn to target shoppers who are likely to purchase.
How did you monitor growth before Polar Analytics ?
Unbiased and faultless data to create actionable insights
Since Facebook cannot collect sufficient data on shoppers that converted (purchased), our team introduced The Frankie Shop to Polar Pixel to handle data collection for accurate and comprehensive tracking.
Polar Pixel achieves this through Identity Resolution. By installing Polar Pixel directly on The Frankie Shop’s website, they were equipped to track events linked to each Shopify order and observe customer journeys. This allowed them to identify shoppers behind missing Click IDs and match their activities to purchases.
With Polar Pixel, The Frankie Shop implemented Polar’s Conversions API (CAPI). Polar CAPI was capable of telling Facebook’s Meta Pixel who those missing shoppers are, giving them the missing Click IDs and purchases to fill in the gaps of their missing data.
This allowed Meta’s algorithm to better detect similar shoppers and sales. Ultimately, the algorithm would target audiences with similar demographics and consumption habits to those who have already purchased, increasing the likelihood of purchase from those targeted by ads.
With Polar CAPI, The Frankie shop team would finally be empowered to enhance their advertising algorithms for effective targeting.
What were your needs ?
The Results
After 7 days of launching Polar Pixel across two stores, The Frankie Shop watched their Click ID match rate rise by fivefold, from 1.7% to 10%.
They also witnessed a lift in total Events (purchases) and % of Events received, from 5.6% to 59.6% — With Polar CAPI, 54% additional conversions were reported back.
What does this suggest?
Before launching Polar CAPI, The Frankie Shop had access to only 1.74% of sales achieved through Meta. For example, out of 100 orders, Meta only identified 2 Facebook profiles behind those orders.
CAPI then transmitted the information to Meta, enabling them to identify the missing shoppers behind those orders.
An additional 54% in conversions reported back signifies that in addition to the original 100 orders matched, 54 orders had been completely overlooked by Meta. With these 54 orders reported back through Polar CAPI, The Frankie Shop could fully trust the results of their advertising activities.
They ran the same 35 ad sets with no additional spend and saw:
- Cost per Purchase decreased by 22%
- Return on Ad Spend escalated by 30%
- Cost per Click fell by 3%
- Click-Through Rate increased by 6%
These results stood as key components that provided The Frankie Shop’s team the liberty to either continue to run their Meta campaigns, stop their campaigns, or better them overall.
Now, with Facebook’s campaigns fueled, The Frankie Shop is not stopping here. Their team will focus on the next phase of their business: Tackling all of their acquisition channels — Google Ads, Tiktok, and Klaviyo.
How could activating your Klaviyo data help you navigate the next phase of your business? Find out by reading our article on Introducing a new way to convert missed shoppers into new revenue.