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How Petrol Industries Achieved a 100% ROAS Increase for Meta with TrackBee

"Two months after installing TrackBee, our ROAS for Meta has doubled, and for Google Ads it has shown a 20% lift."
Teun de Kort
Digital Marketer at Petrol Industries
Results
Meta
100%
Increase in ROAS
Google Ads
20%
Increase in ROAS
Google Ads
30%
Decrease in CPA
Client
Petrol Industries
Store
https://petrolindustries.com/
Advertising channels
Google Ads, Meta, TikTok, Pinterest
Ecommerce Platform
Shopify
Introduction
Founded in 1989, Petrol Industries began with the founders selling belts door-to-door from their car trunk. Today, they’re a well-established European fashion brand with 2,700 retail locations across the continent. Originating from the Netherlands, Petrol Industries sells through wholesalers and marketplaces across Europe. About 1.5 years ago, they migrated to Shopify to scale their direct-to-consumer (DTC) and marketplace efforts internationally.
The Challenge

Tracking and Delivering Quality Data to Advertising Platforms

Despite impressive growth in their direct-to-consumer (DTC) channel, Petrol Industries faced significant gaps in the data being delivered to their advertising platforms. Key conversions such as purchase, initiate checkout, and add-to-cart were not being tracked accurately. These discrepancies became apparent when comparing Shopify data with the reporting from the advertising platforms.
“There were obvious gaps between the conversions Shopify showed us and the amount of conversions reported in the advertising platforms.”
Teun de Kort
Digital Marketer at Petrol Industries
In addition to missing conversions, the quality of the conversion and event data was also insufficient. The Meta Event Match Quality Score was consistently low, with many events scoring between 3.5/10 and 5.5/10. This indicated a significant opportunity to improve the accuracy and quality of the data being measured and delivered to the advertising platforms.
Low-quality, incomplete data results in ineffective ad spend. Advertising platform algorithms rely on accurate, comprehensive data for optimal targeting and performance. To address these data gaps and optimize their ad spend, Petrol Industries turned to TrackBee’s advanced tracking and data solutions.
The Solution

TrackBee Server-Side Tracking and Data Enrichment

Petrol Industries needed a solution that not only tracked missing conversions and events but also enhanced the quality of the data being sent to advertising platforms. By delivering richer, more accurate data, they aimed to optimize the performance of their advertising algorithms.
TrackBee offered Petrol Industries the opportunity to test its server-side tracking and data enrichment capabilities. The two parties agreed on a , testing during both the low season (August) and high season (September) to evaluate the solution’s performance across different market conditions. Petrol Industries tested TrackBee with their account and one account to evaluate its effectiveness on these platforms.
“The 2 month PoC gave us the opportunity to see the effect of TrackBee during low and high season.”
Teun de Kort
Digital Marketer at Petrol Industries
The Results

Enhanced Data Quality Resulted in more Efficient Ad Spend

Thanks to TrackBee's server-side tracking and data enrichment, Petrol Industries saw amazing improvements in advertising performance, including a 100% increase in ROAS on Meta and a 20% boost in ROAS for Google Ads.
"Two months after installing TrackBee, our ROAS for Meta has doubled, and for Google Ads it has shown a 20% lift."
Teun de Kort
Digital Marketer at Petrol Industries
Within hours of installation, Petrol Industries saw an immediate improvement in data quality. Over the course of the two-month trial, these improvements were sustained and directly correlated with the observed increases in ROAS and a decrease in CPA.
"After setting up TrackBee, we immediately saw data quality improve on Meta, within just an hour of installation."
Floris Boon
Webshop Manager at Petrol Industries
Let’s dive a little deeper into each advertising channel 👇

Meta ROAS increased with 100%

After implementing TrackBee, Petrol Industries saw an impressive 100% increase in ROAS for Meta ads. The server-side tracking and data enrichment not only captured missing conversions but also significantly improved the quality of data sent to the platform. Before TrackBee, Meta’s Event Match Quality Score ranged from 3.5/10 to 5.5/10. With TrackBee’s accurate data, this score drastically improved.
Meta Event Match Quality (EMQ) screenshots. Before and after installing TrackBee:

A 20% ROAS increase for Google Ads

Petrol Industries chose to test TrackBee with just one Google Ads account first, allowing them to directly compare the results with the rest of their accounts. The test account that had TrackBee installed showed amazing results:
20% increase in ROAS
30% decrease in CPA
100% Enhanced Conversion Coverage
Meanwhile, the accounts without TrackBee showed no improvement in ROAS or CPA.
"Starting with just one Google Ads account allowed us to clearly demonstrate the effectiveness of TrackBee’s Google Conversion Booster."
Floris Boon
Webshop Manager at Petrol Industries
A screenshot below illustrates Petrol Industries’ Enhanced Conversion Coverage. Before TrackBee, coverage fluctuated around 70%. After installation, it consistently reached 100%.
Google Ads Enhanced Conversion Coverage after installing TrackBee:
Tracking missing conversions and improving data quality didn’t just improve Petrol Industries’ advertising platforms – it also helped their marketing team achieve greater overall efficiency.
“TrackBee contributed a lot to increase our Marketing Efficiency Rate (MER) by 5% across the board.”
Floris Boon
Webshop Manager at Petrol Industries
*Petrol Industries marketing team gets measured by their efficiency using the Marketing efficiency Rate (MER).

With TrackBee, Petrol Industries saw amazing results.

Meta
100%
Increase in ROAS
Google Ads
20%
Increase in ROAS
Google Ads
30%
Decrease in CPA

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