Fixing the tracking before touching the ad account
Reported orders were a third off real ones. Everything downstream was being optimised against fiction.
- Cost per order
- -36%
- Reporting variance, was 34%
- 3%
- Attributed revenue
- +58%
- Blended ROAS
- 4.4x
The challenge
The account looked like it was performing. It was not. Purchases were tracked on the thank-you page, which customers frequently never reached after a bKash redirect, so a large share of real orders went uncounted — and the algorithm was learning from the wrong ones.
What we did
We moved conversion tracking to the payment callback, added the Conversions API alongside the pixel, and validated a full week against the order table before trusting a single number. Only then did we restructure campaigns around what the corrected data showed.
The result
-36%
Cost per order
3%
Reporting variance, was 34%
+58%
Attributed revenue
4.4x
Blended ROAS
Other case studies
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