Proactive Issue Remediation

Internal monitoring

Meta EMQ Drop Detected Twice in One Week

Our homegrown internal data monitoring system flagged two sharp drops in event match quality for a client within a single week—signaling breakages that needed immediate investigation. For the first drop, the client had done a huge launch on the Good Morning America show. Orders were sent in through a partner channel into Shopify without advanced match keys, which caused a significant drop in purchase event match quality. We detected this almost immediately, filtered out those orders from going over into Facebook ads, and then Meta took 48 hours per their documentation to recalculate and recover purchase and EMQ back to a best practices level above. A few days later, the client then changed their TikTok shop orders to come in through ShipBob, which flooded Meta once again with orders that shouldn't have been going in. We detected it immediately, remediated it, and then returned purchase EMQ again to its normal level.

Meta Events Manager

Massive Duplication of Tracking of Page View Events Fixed

For a new client's initial audit, it was discovered that page view events going into Meta were massively inflated. Through detective work, we tracked down all the channels where duplicate page view events were firing due to the Facebook pixel ID being plugged into third-party platforms and dataLayer event duplication within the main site. We remediated them all to return tracking to a best-practices signal pattern.

Meta Pixel

Lead Events Stopped Firing—Then Restored

Lead event activity flatlined at zero in Meta Events Manager. After identifying the root cause, we restored firing and confirmed recovery in the event volume chart. This is a common issue that we see where this all-important lead event stops firing due to changing lead capture forms from something like Klaviyo over to Postscript or Attentive. Each lead capture form requires work to ensure that submissions feed into critical marketing channels.

Critical Product Page Tracking Breakage

View Item Drop In All Platforms

Routine auditing and internal data monitoring systems flagged irregular view_item behavior, including a massive drop-off in view_item events. This surfaced a tracking issue that required investigation and remediation. It was discovered that a redesign of all PDPs had broken tracking events, so we worked to restore data layer events and tracking all throughout the chain into GA4 and all critical ad platforms.

Conversions API

Purchase Event Flood from Server-Side Tracking

A dramatic spike in Purchase events from the Conversions API—far above historical volume—revealed server-side order events that needed to be filtered out of the CAPI data pipeline. Purchase EMQ had dropped significantly due to these low quality events, but returned to normal after remediation.

Vendor Platform Change Breaks Tracking

Recharge Recurring Subscription Channel Change in Shopify

Across our client base, we detected spikes in server-side purchase events flooding into Meta and other critical channels. We discovered the root cause was that ReCharge, the leading subscription platform for Shopify sites, had changed the channel name through which all of their recurring subscription orders were being placed into Shopify. Due to this channel change, all recurring purchase events were flowing into AdTech and MarTech platforms where they had previously been filtered out. Not only did we resolve these for our clients, after posting about this on social platforms, tracking vendors took note and added these into their platform defaults as well.