Signal Restored: CricksyDog's CPA Drops 30% After Switching to Bïrch Signal Gateways

Challenge

CricksyDog was facing a critical data loss issue that severely impacted Meta ad performance. Due to increasing restrictions around cookies and browser tracking, Meta’s algorithms could not track a large portion of the conversions and user events happening on the their website.

The incomplete event data meant algorithms had an incomplete picture, resulting in higher CPAs and fewer conversions than expected. This lack of visibility led to:

• Poor targeting and optimization
• Inefficient use of ad budget
• Reliance on CAPIG and Meta Pixel alone, which only partially addressed the issue

Solution

Already a Bïrch customer since 2021, CricksyDog had a high level of trust in Bïrch’s automation and reporting capabilities, as they have been able to save hours by automating manual tasks every day.

Signals Gateways creation was seamless and fast, requiring minimal effort beyond the initial integration. After the initial setup, there is no need to interact with the Signals interface, as results can be monitored through campaign performance dashboards.

Key aspects of their setup:

• CricksyDog has several domains for different countries, so they set up separate Gateways for each
• Now their workflow includes two sources of data that ensures maximum accuracy: first party data based on Signal Gateways and Meta Pixel

Results

After just 3 months of implementing Signal Gateways in Bïrch, CricksyDog has seen striking improvements.

• 40% increase in total events tracked and successfully passed to Meta, improving accuracy of the targeting by Meta algorithm‍
• 30% decrease in CPA, resulting in more efficient use of ad spend
• 35% increase in conversions, as enhanced tracking enabled better targeting and campaign optimization