The problem
The company had spent a few hundred dollars on Meta ads to get electricians to sign up for its software. Meta said nothing was working. The app's own data said six people had registered. The owner couldn't tell which was true, so he couldn't decide whether to spend more, change the ads or stop.
What I did
- Audited the campaigns, targeting, optimization events and creative
- Traced the full signup journey from ad click to completed registration, using session recordings to see where people dropped off
- Found that the registration event wasn't being sent to Meta, so the algorithm was learning from clicks instead of signups
- Delivered a written audit, a video walkthrough and a step-by-step tracking fix the team could hand to their developer
- Recommended a testing structure and new creative angles built around how electricians actually buy software
The result
The client implemented the tracking fix and paused ad spend until measurement could be trusted, so no more budget went into campaigns flying blind. When ads restart, Meta will be optimizing for real signups.
"Super thorough and very informative."
What this means for your business
If your ad platform and your own records disagree, don't trust either until you know why. Most "the ads don't work" problems start with the platform not seeing the result you care about. Here's what a paid media audit covers.