Project Overview
Pine Ridge Vineyards, a renowned Napa Valley winery, needed a more reliable and accurate conversion tracking system to improve marketing attribution and optimise ad spend. Additionally, their existing Meta Pixel implementation was incomplete, leading to data discrepancies and missed conversion events.
My Contributions
I implemented Meta Conversions API (CAPI) via server-side Google Tag Manager (sGTM), ensuring accurate event tracking, better ad performance, and lower data loss, while working within the constraints of WineDirect’s e-commerce platform.
✔ Meta Conversions API via Server-Side GTM – Set up server-side event tracking for more reliable data collection, reducing discrepancies compared to client-side tracking alone.
✔ Cost-Effective Stape Cloud Server – Deployed a lean, cost-efficient Stape cloud-based server to handle event forwarding, reducing infrastructure costs.
✔ Custom JavaScript Workaround for WineDirect – Developed a custom tracking solution to bypass WineDirect’s tracking limitations, ensuring key events (purchases, add-to-cart, etc.) were correctly recorded.
✔ Fixed Meta Pixel Implementation – Debugged and corrected previous misconfigurations in the Meta Pixel setup, ensuring consistency between browser and server-side events.
✔ GA4 & GTM Adjustments – Refined GA4 event tracking setup to ensure accurate reporting & data flow.
