Щори Алекса
16× ROAS After Fixing Broken Tracking — Meta & Google Ads for a Bulgarian Blinds E-Commerce Brand
PROBLEM
When EuribiaTech took over Shtori Alexa's digital advertising, the account had two compounding problems that were making it impossible to trust any reported number. On Meta, the pixel was configured to fire for every purchase from both the main store and the distributor portal — inflating purchase counts and reported ROAS significantly. On Google Ads, a Performance Max campaign was running on Display placements with no conversion signals and no product-level targeting, burning budget with no measurable return. The conversion value tracking was also broken: a CSS selector was capturing the price of the first item in an order rather than the cart total, meaning every reported order value was wrong.
The result was that Shtori Alexa’s ad accounts appeared to be performing extraordinarily well on paper — while the real picture was obscured by data that couldn’t be trusted. No business decisions can be made reliably on tracking this broken. Before we could optimise anything, we had to fix the foundation.
SOLUTION
EuribiaTech conducted a full tracking audit across both platforms. We identified the distributor portal as an unintended conversion source inflating Meta purchase data, removed the duplicate pixel fires, and implemented proper order ID-based deduplication so every purchase is counted exactly once. On Google Ads, we paused the underperforming PMax campaign, built a structured Search campaign from scratch with dedicated ad groups per product category, added RLSA bid modifiers for returning high-intent visitors, and fixed the conversion value CSS selector to capture the full cart total.
With clean tracking now in place, the real numbers emerged. The Meta BG sales campaign is generating 16× ROAS — verified, deduplicated, and accurate. Google Ads has been rebuilt into a structured account with product-specific ad groups, 50+ targeted keywords, sitelink extensions, and a remarketing layer for cart abandoners and product page visitors.
35%
INCREASE IN WEBSITE TRAFFIC
25%
BOOST IN SOCIAL MEDIA FOLLOWERS
15%
UPLIFT IN PRODUCT SALES
What We Did
Tracking Audit — Meta Pixel & Distributor Portal Fix
The first task was diagnosing why reported Meta performance looked so disconnected from business reality. We identified that purchase events were being fired for orders placed through the distributor portal as well as the main consumer store — meaning wholesale and trade orders were being counted as direct-to-consumer ad conversions. We separated the tracking, removed the distributor portal from the conversion window, and added order ID-based event deduplication via GTM so that each purchase triggers exactly one pixel event. Adjusted for this, the BG Sales campaign shows 130+ verified consumer purchases at 16× ROAS — a result that is now fully trustworthy and scalable.
WHAT WE DID IN DETAIL
Google Ads Rebuild — From PMax to Structured Search
The account had a Performance Max campaign running on Display placements with no conversion data to guide the algorithm. Without signals, PMax defaults to serving wherever it can fill impressions cheapest — which for a custom blinds e-commerce brand meant irrelevant display traffic. We paused the PMax campaign and rebuilt the account around Search: a structured Search Sales campaign with six dedicated product ad groups covering Ден и Нощ, Плисе, Вертикални, Венециански, Римски, and Изо Дърво blinds, each with targeted Bulgarian RSA ads and exact/phrase match keywords. Brand Protection runs separately to capture high-intent branded searches.
RLSA — Bid Modifiers for Returning Intent Signals
With clean Google Ads conversion tracking in place, we added RLSA (Remarketing Lists for Search Ads) audiences to the Search Sales campaign in observation mode. Returning visitors who have previously reached checkout receive a +70% bid uplift; add-to-cart visitors +50%; product page visitors +25%. Confirmed buyers are excluded from Search to protect budget. This ensures that when a high-intent visitor comes back to Google and searches again, Shtori Alexa is positioned to capture that click at a bid level that reflects the true probability of purchase.
WHAT WE DID IN DETAIL
Meta Retargeting — Dynamic Creative for Checkout Abandoners
Alongside the sales campaign, we built and launched a Meta retargeting campaign using Dynamic Creative Optimisation (DCO) — two ad sets targeting checkout starters (14-day window) and product page viewers (60-day window) separately, each with its own creative and bid. Eight creative variants across both product families (Ден и Нощ and Плисе) in 4:5 and 9:16 formats are automatically rotated and optimised by Meta. This creates a persistent re-engagement layer for visitors who showed intent but didn't convert, without requiring manual creative testing.
Conversion Value Tracking Fix — Google Ads
The Google Ads conversion tag was reading cart value from a CSS selector that captured the price of the first product in the order rather than the full cart total — meaning multi-item orders were systematically under-reported. We identified the correct selector and updated the GTM tag to capture the real cart total on every transaction. Conversion value reporting now reflects actual order totals, enabling smart bidding strategies to be deployed as conversion volume grows.
