How Yellow Pop boosted ad efficiency and slashed costs by 36%

Yellow Pop was seeing low ROAS due to poor event tracking

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When Yellow Pop was introduced to the Polar Pixel and Polar CAPI, their team had already solved their challenge of scattered data through Polar Analytics. Now, there was a new adversary to face — boosting ad efficiency.

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The Polar team quickly attributed that their poor ad performance was coming from identity fragmentation in Meta. This issue was common among ecommerce brands, as seen in The Frankie Shop’s case, where they struggled with misleading data and substandard tracking.

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Due to iOS 14 and iOS 17, the Meta Pixel was limited in tracking users and gathering their information. While the Meta Pixel could identify and connect user Emails and IP Addresses to Events (sales), the Click ID to Events match was as low as 12.12%.

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This means that out of all the shoppers that purchased, 87.88% were unidentifiable and not tracked. These Click IDs are vital because they enable Meta to identify the individuals who converted, revealing their psychographic, demographic, geographic, and behavioral characteristics.

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This information helps to identify purchasing patterns among Yellow Pop’s customers. Without these missing users and the conversions (purchases) that came with them, Yellow Pop would be wasting their marketing efforts, lowering ROAS while wasting ad spend due to poor target reach.

First-party tracking for effective audience targeting

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The answer was two-fold: get Yellow Pop’s tracking accurate to improve click ID match-up, and enrich their ad platforms with complete data for precise targeting.

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Phase 1: Improve Click ID retrieval with first-party tracking

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By installing the server-side Polar Pixel directly onto their website, Yellow Pop was able to identify shoppers' missing Click IDs and connect their activities to purchases. 

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This resolved the identity fragmentation caused by Meta Pixel through Polar Pixel’s advanced Identity Resolution technology. 

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Being able to capture and identify as many conversions (sales) as possible, Yellow Pop’s team consolidated their missing data.

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Phase 2: Enhance Meta’s algorithm with CAPI

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With the Polar Pixel activated, Yellow Pop’s team utilized the Polar Conversions API (CAPI) to send the previously unidentifiable shoppers back to Meta Pixel. This enriches Meta’s algorithm as it learns from accurate conversion data from the Polar Pixel, improving targeting precision over time.

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With user information fully integrated, Meta could now identify shoppers with a high propensity to buy. Knowing who converted enabled Meta to quickly target likely converters, making Yellow Pop’s ads more effective with much less effort.

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With improved Click ID to Event match rates, the Yellow Pop team witnessed a notable difference between the Events (sales) they received from the Meta Pixel to the Events that the Polar Pixel retrieved.

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Events received from the Meta Pixel (blue line) / Events that the Polar Pixel retrieved (green line).

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The integration of Polar Pixel and Polar CAPI allowed Yellow Pop’s team to continue using the same Ad Sets without increasing their budget. 

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They achieved outstanding results in 14 days:

• A decrease in the Cost per Purchase by 36%
• An increase in Return On Ad Spend (ROAS) by 28%
• A decrease in Cost Per Mille (CPM) by 4%
• A decrease in Cost Per Click (CPC) by 3%

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These results gave Yellow Pop’s team the flexibility to take immediate action on their Meta campaigns. 

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Based on their ROAS and CAC metrics, they could continue running their Meta campaigns, shut them down, or modify the visuals and copy for better performance.

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Yellow Pop now had cleared every obstacle to gaining precise data, enabling effective segment targeting with Meta’s campaigns. They plan to continue meeting customer demands by refining their product offerings. 

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