Watch this if you run ads for your Shopify brand

@firstpartyjacob

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Selling · SaaS

FirstPartyseen in 16 videos →https://gofirstparty.com ↗

Why it worked

The video uses a high-stakes 'mistake' hook that directly addresses a pain point for Shopify store owners, then provides a clear, data-backed 'before and after' case study that makes the value of the product immediately obvious.

Summary

The creator explains how relying on the standard Facebook/Instagram Shopify app leads to inaccurate ad tracking due to third-party cookie limitations. He demonstrates how implementing server-side tracking, specifically using his product FirstParty, reveals significantly higher actual revenue from Facebook ads.

Structure

1Identify the mistake of using the default Facebook/Instagram Shopify app
2Showcase a case study with two months of ad data
3Explain the technical limitation of third-party cookies
4Introduce server-side tracking as the solution
5Reveal the corrected revenue figures
6

Original caption

If your Shopify store spends a lot on Facebook ads, you’re probably underreporting ad revenue by at least 15%, could be as high as 70%. Makes facebooks job and yours - finding customers at low prices - way harder #facebookads #shopifytips #ecommercebusiness #onlinebusinesstips

More from @firstpartyjacob

Their other posts in the index, biggest breakout first.

Conclude that data collection is often the root cause of poor ad performance

Product placement

The video is a soft sell for FirstParty, the creator's own server-side tracking tool, which is linked in his bio.

On-screen text

Watch this if you run ads for your Shopify brand One of the biggest mistakes as a big Shopify brand [Chart showing $117k sales] Facebook/Instagram channel app Meta pixel to your Shopify store. [Chart showing $34k vs $76k] Meta Conversions API [Diagram of server-side tracking] First Party vs Third Party Cookie

Transcript

One of the biggest mistakes as a big Shopify brand you can make is using the Facebook/Instagram channel app to connect your Meta pixel to your Shopify store. Here are two screenshots. One of them is this brand's ad results from August, and the next is for the month of September. And there's obviously a massive difference there, but the difference wasn't actually in the amount of sales that this brand made, but rather how they were tracking their customers who came from Facebook ads. In August, this brand was using the Facebook and Instagram channel app and because they did that, they thought they were using the CAPI because that's what Shopify and Facebook tell you, but really they were just relying on third party cookies that are placed by Facebook on the Shopify store. And as a result, their Facebook ads performance looked like s*** when it really wasn't. The next month we set up server side tracking for them. Basically that lets the store place cookies that they own so that they can track way more Facebook clicks for far longer. And the results of that is that they found out that their Facebook ads were actually pulling in closer to $75,000 a month in revenue, not $35k. I think there's a tendency in the whole ad space for people to think that if ads don't seem like they're working cuz the numbers are bad, it's because the creative sucks or the strategy isn't there, or you gotta change your campaign type or your bidding strategy. Sometimes it's just the data you're collecting and the way that you collect data.