The BFCM Index: three years of Black Friday performance, broken down by channel.
Explore the indexThe BFCM Index: three years of Black Friday performance, broken down by channel.
We own the feeds, pixels, Conversions API and UTM structure that every paid and retention dollar relies on, across Google Shopping, Meta Catalog, TikTok Catalog and your tag stack. We audit coverage continuously, so you see event health, feed errors and match quality on the same dashboard we work from.
WHAT WE SHIP
Google Shopping, Meta Catalog and TikTok Catalog feeds are maintained as a live asset: titles, GTINs, image specs and margin-tiered labels kept current. We watch for disapprovals and serving errors and clear blocking issues within 24 hours, so feed health shows up on your dashboard before it costs you impression share.
Meta Pixel, Google Tag Manager, GA4 and TikTok pixel are deployed against a single event schema and checked against it monthly, not against guesswork. Any event-count variance over 5% gets flagged, so pixel coverage and misfires show up in the same view we work from.
Server-side Conversions API on Meta and TikTok recovers the match quality the browser keeps losing. We reconcile CAPI event counts against Shopify orders weekly and validate deduplication on the same cadence, so browser and server-side events never double count.
One UTM taxonomy, source, medium, campaign, content, term, defined and enforced across every paid channel. We check coverage on every active campaign weekly and catch non-standard parameters before they pollute your warehouse.
A server-side tag container plus Shopify webhook integration gives you event-level, cookie-independent tracking. Order confirmation fires from the server, not the browser, strengthening match quality on Meta and Google in a post-cookie world.
Purchase, add-to-cart and view-item mean the same thing, at the same value, whether the event fires from Meta Pixel, GA4, TikTok Pixel or the server-side layer. Where a platform's default event doesn't match that schema, we remap it before it reaches the warehouse, so reconciliation isn't reconciling five different definitions of the same word.
ACCOUNTABILITY
Maximum event variance before we investigate
Anything above this and we are already looking
Feed-blocking errors resolved
Disapprovals never wait overnight
Channels held to the same tracking standard
One clean signal layer under every platform
PROOF
Bed Threads
home
A homewares brand outgrowing its own stack. We rebuilt the storefront, scaled paid and lifecycle in lockstep, and ran peak periods across three markets without buckling.
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Poppy Lissiman
fashion
An accessories and eyewear label expanding fast overseas needed its storefront, measurement and acquisition engine rebuilt as one system. The rebuild carried the brand through its next phase of international growth.
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Boody
fashion
A sustainable basics brand with international ambitions needed acquisition and measurement to catch up with its product. We rebuilt the storefront, the testing programme and the channel mix to power growth that keeps paying off across more than a dozen markets.
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Sarah & Sebastian
fashion
A fine jewellery and piercing brand whose retail, booking and online journeys were rebuilt into a single lifecycle engine, turning service moments into retention that keeps paying off.
View case studyOBJECTIONS
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