E-commerce · Fashion

Maison Mode: 5.1× ROAS on Meta.

How accurate tracking, creative testing and a full-funnel retargeting structure turned Instagram from a brand-awareness cost into a profitable sales channel.

Facebook ads · Retargeting

— 01 · The challenge

Meta couldn’t see the sales.

After iOS privacy changes, Maison Mode’s Pixel was missing a large share of purchases. Campaigns optimised on incomplete data, ROAS sat at 2.4× and the team was close to cutting the channel.

Creative was refreshed rarely, and every audience saw the same ads whether they had never heard of the brand or had abandoned a basket yesterday.

— 02 · Our approach

Signal first, then scale the creative.

Step 01

Conversions API & deduplication

Implemented server-side Conversions API alongside the Pixel with proper event deduplication — capturing 97% of purchases.

Step 02

Simplified account structure

Consolidated fragmented ad sets into Advantage+ shopping and broad prospecting so the algorithm had enough data to learn.

Step 03

Weekly creative testing

Launched a steady cadence of UGC, try-on Reels and catalogue ads, keeping winners and retiring fatigued creative quickly.

Step 04

Full-funnel retargeting

Dynamic product ads for viewers and basket abandoners, with frequency caps and exclusions for recent purchasers.

— 03 · The results

From cost centre to growth channel.

Measured over 4 months, in the client’s own ad accounts and CRM.

“

We were about to switch Instagram off. Once the tracking was fixed, it became our second most profitable channel.

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