Customer story
ROAS recovered from 1.6x to 5.1x in three months
A Jaipur jewellery brand was still running Meta Ads the way it had before iOS 14: static photos, browser-pixel tracking and one retargeting audience. Webzenia put the Conversions API in place, moved the creative to Reels and split retargeting by how far each shopper had gone.
The challenge
A Jaipur jewellery brand got most of its online orders from Meta, and the channel had stopped paying for itself. Return on ad spend had slipped to 1.6x. For every rupee spent on ads, the brand got Rs. 1.60 back in sales, before paying for the jewellery itself.
The setup had not changed since before iOS 14. Tracking ran on the browser pixel alone, so many iPhone purchases never reached Meta, and the algorithm was optimising on an incomplete picture. The ads were static product photographs on a plain background. Jewellery sells on how it looks when someone wears it, and a still photo of a pair of earrings cannot show that.
Retargeting treated every visitor the same way. Someone who had glanced at one product for a few seconds saw the same ad as someone who had left three pieces in the cart.
The approach
Webzenia fixed the data first. The Meta Conversions API was set up next to the pixel, with deduplication, so purchases, add-to-carts and checkouts reached Meta from the server as well as the browser. The campaigns finally had real purchases to optimise against.
Creative moved to Reels. Each one opened with the piece being worn or handled, with the product in view in the first second, then moved in close on the detail: the stone setting, the finish, the way a necklace sits. New cuts went in regularly so no single ad ran until people were tired of it.
Retargeting was split by how far a shopper had gone. People who had watched a Reel saw more of the collection. People who had viewed a product page saw that product again. People who had left a cart saw exactly what they had left behind.
The results
Return on ad spend went from 1.6x to 5.1x in 3 months. Every rupee spent on Meta now brings back just over five.
Monthly revenue from Meta rose from Rs. 3.8 lakh to Rs. 16.2 lakh. Ad spend went up by about a third over the same period, so most of the growth came from the account working harder rather than a bigger budget.
The cost of acquiring a new customer fell 58%. With server-side data feeding the algorithm and Reels doing the selling, the brand can raise spend and still know what each new buyer costs.
The stack behind it
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