How Accurate Tracking Helps Pawz.rs Scale Cold Campaigns Profitably

Challenge

Pawz.rs struggled with incomplete and inaccurate tracking, which made it difficult to measure true campaign performance and optimize budgets. The team did not have a clear view of which campaigns were driving results. Key issues included:

• Incomplete capture of add-to-cart and purchase events on the website
• Inaccurate reporting caused by currency mismatch with Meta Pixel (RSD vs. EUR)
• Limited visibility into campaign performance, especially cold campaigns
• Difficulty scaling ad spend confidently due to unclear ROAS

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Solution

By implementing Signals Gateway with Bïrch, Pawz.rs gained complete event capture and improved data accuracy, enabling better insight and optimization for all campaigns. Custom logic ensured revenue was reported correctly, giving the team reliable metrics for decision-making.

Key aspects of their setup:

• Configured Signals to capture all add-to-cart, purchase, and other key conversion events
• Implemented RSD-to-EUR conversion logic so Meta dashboards reflect accurate revenue
• Verified data flow end-to-end to ensure every user action was correctly attributed

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Results

Within just one month of implementing Signals Gateway in Bïrch, Pawz.rs achieved significantly more accurate tracking and gained clearer insights into campaign performance.

Key outcomes:

• 25% increase in tracked sales due to previously missed conversions now being captured
• 22% decrease in cost per conversion compared to Meta Pixel alone
• ROAS of 9+ on cold campaigns, unlocking profitable scaling opportunities
• Eliminated reliance on external agencies for tracking setup, saving several thousand Euros in costs