Meta Ads spend data → Website visitor behaviour → Shopify orders → Klaviyo engagement

-- Example BigQuery query
SELECT
  campaign_name,
  spend,
  attributed_revenue,
  attributed_revenue / spend as true_roas
FROM arlem.campaign_roas
WHERE spend > 50
ORDER BY true_roas DESC

-- Track full journey of visitors from Meta
SELECT
  v.visitor_id,
  v.original_source,
  v.session_count,
  v.has_added_to_cart,
  v.has_purchased,
  v.propensity_score
FROM arlem.visitors v
WHERE v.original_source = 'Meta'
  AND v.first_active > '2024-01-01'

-- First-touch attribution analysis
SELECT
  first_touch_channel,
  COUNT(*) as orders,
  SUM(total_price) as revenue
FROM arlem.channel_influence
WHERE first_touch_channel LIKE '%Meta%'
GROUP BY 1

Month     | Spend    | Impressions | Clicks | CPC   | CTR
----------|----------|-------------|--------|-------|------
Feb 2024  | $62.76   | 4,103       | 241    | $0.26 | 5.88%
Mar 2024  | $266.13  | 18,124      | 1,008  | $0.26 | 5.56%
Apr 2024  | $194.70  | 15,576      | 802    | $0.24 | 5.15%
May 2024  | $116.85  | 7,846       | 410    | $0.28 | 5.22%
Jun 2024  | $78.05   | 8,181       | 585    | $0.13 | 7.15%
Jul 2024  | $142.35  | 8,310       | 657    | $0.22 | 7.91%
----------|----------|-------------|--------|-------|------
TOTAL     | $860.84  | 62,140      | 3,703  | $0.23 | 5.96%

Month     | Spend    | Impressions | Clicks | CPC   | CTR
----------|----------|-------------|--------|-------|------
Feb 2023  | $37.80   | 5,057       | 10     | $3.78 | 0.20%
Mar 2023  | $92.02   | 6,080       | 12     | $7.67 | 0.20%
Oct 2023  | $106.77  | 11,080      | 652    | $0.16 | 5.88%
Nov 2023  | $107.65  | 42,177      | 1,037  | $0.10 | 2.46%
Dec 2023  | $137.57  | 16,830      | 1,099  | $0.13 | 6.53%
----------|----------|-------------|--------|-------|------
TOTAL     | $481.81  | 81,224      | 2,810  | $0.17 | 3.46%

Gender  | Spend     | % of Spend | Impressions | CTR
--------|-----------|------------|-------------|------
Female  | $1,439.09 | 94.2%      | 140,448     | 4.35%
Male    | $73.64    | 4.8%       | 19,932      | 3.21%
Unknown | $14.87    | 1.0%       | 1,574       | 5.02%

Age Group | Spend   | % of Spend | Impressions | CTR   | Efficiency
----------|---------|------------|-------------|-------|------------
25-34     | $413.80 | 27.1%      | 62,942      | 4.20% | Good
35-44     | $374.28 | 24.5%      | 33,606      | 4.80% | Better
45-54     | $297.93 | 19.5%      | 21,029      | 5.18% | BEST
55-64     | $224.98 | 14.7%      | 17,691      | 3.67% | Average
65+       | $129.12 | 8.5%       | 10,907      | 2.38% | Poor
18-24     | $87.48  | 5.7%       | 15,779      | 3.61% | Average

Campaign: Retargetting v2
Spend: $32.08 | Impressions: 4,597 | Clicks: 291 | CTR: 6.33%
CPC: $0.11 (LOWEST of all campaigns)

                    HIGH CTR (>5%)           LOW CTR (<3%)
                    ──────────────────────────────────────────
HIGH SPEND         │ "Not everyone has     │                  │
(>$50)             │  a big budget" ★      │                  │
                   │ Reels v2, v4          │                  │
                    ──────────────────────────────────────────
LOW SPEND          │ Reel v1 (10.85%!)     │ Magnet Campaign  │
(<$50)             │ "Handmade with love"  │ Styling Cushions │
                   │ "Hello Umber"         │ Early campaigns  │
                    ──────────────────────────────────────────

★ = Scale this immediately

// CURRENT: Only PageView tracking
fbq('init', '1110929726998623');
fbq('track', 'PageView');

// lib/events/postEventData.ts
export enum EventName {
  ViewContent = 'ViewContent',
  AddToCart = 'AddToCart',
  ProceedToCheckout = 'ProceedToCheckout',
  // ...
}

// Product page view
fbq('track', 'ViewContent', {
  content_name: product.title,
  content_ids: [product.id],
  content_type: 'product',
  value: product.price,
  currency: 'AUD'
});

// Add to cart
fbq('track', 'AddToCart', {
  content_name: product.title,
  content_ids: [variant.id],
  content_type: 'product',
  value: variant.price,
  currency: 'AUD'
});

// Initiate checkout
fbq('track', 'InitiateCheckout', {
  content_ids: cart.items.map((i) => i.id),
  value: cart.total,
  currency: 'AUD',
  num_items: cart.items.length
});

Benefits:
- Works even with ad blockers
- More accurate attribution
- Required for iOS 14.5+ users
- Better data for optimization

AWARENESS (10% of budget)
├── Objective: Reach/Video Views
├── Audience: Broad AU women 28-55
├── Content: Brand story, behind-the-scenes
└── KPI: CPM, Video Watch %

CONSIDERATION (30% of budget)
├── Objective: Traffic
├── Audience: Interest-based (home decor, bedroom, linen)
├── Content: Product showcases, styling tips
└── KPI: CPC, CTR

CONVERSION (40% of budget)
├── Objective: Conversions (once tracking is set up)
├── Audience: Website visitors, engagers
├── Content: Product-specific, testimonials
└── KPI: Cost per AddToCart, Cost per Purchase

RETENTION (20% of budget)
├── Objective: Catalogue Sales
├── Audience: Past purchasers, cart abandoners
├── Content: New arrivals, complementary products
└── KPI: ROAS, Repeat Purchase Rate

Priority Lookalikes (once data exists):
1. 1% Lookalike of Purchasers (highest value)
2. 1% Lookalike of AddToCart
3. 2% Lookalike of Website Visitors
4. 3% Lookalike of IG Engagers

┌─────────────────────────────────────────────────────────────┐
│                 SELF-REFINING AD FUNNEL                      │
├─────────────────────────────────────────────────────────────┤
│                                                              │
│  1. TRAFFIC ADS                                              │
│     └── Drive clicks to site                                 │
│         └── Pixel fires ViewContent                          │
│                                                              │
│  2. META LEARNS                                              │
│     └── Algorithm identifies who engages                     │
│         └── Builds Lookalike from ViewContent               │
│                                                              │
│  3. RETARGETING TRIGGERS                                     │
│     └── ViewContent → Show product ads                       │
│     └── AddToCart → Show urgency/scarcity ads               │
│     └── No Purchase in 3 days → Show discount ad            │
│                                                              │
│  4. PURCHASE OPTIMIZES                                       │
│     └── Every purchase improves targeting                    │
│     └── Lookalike of Purchasers created                      │
│     └── Algorithm optimizes for similar users                │
│                                                              │
│  5. RETENTION LOOP                                           │
│     └── Past purchasers see new products                     │
│     └── Cross-sell complementary items                       │
│     └── Build repeat purchase behavior                       │
│                                                              │
└─────────────────────────────────────────────────────────────┘

// Add client component for tracking
<ProductViewTracker product={product} />

// components/analytics/product-view-tracker.tsx
'use client';

import { useEffect } from 'react';

export function ProductViewTracker({ product }) {
  useEffect(() => {
    if (typeof window !== 'undefined' && window.fbq) {
      window.fbq('track', 'ViewContent', {
        content_name: product.title,
        content_ids: [product.id],
        content_type: 'product',
        value: parseFloat(product.priceRange.minVariantPrice.amount),
        currency: 'AUD'
      });
    }
  }, [product]);

  return null;
}

const handleClick = () => {
  // Existing logEvent call
  logEvent(EventName.AddToCart, customData);

  // ADD: Facebook Pixel tracking
  if (typeof window !== 'undefined' && window.fbq) {
    window.fbq('track', 'AddToCart', {
      content_name: variant?.title,
      content_ids: [selectedVariantId],
      content_type: 'product',
      value: parseFloat(variant?.price.amount || '0'),
      currency: 'AUD'
    });
  }
};

// app/api/shopify/order-created/route.ts
export async function POST(req: Request) {
  const order = await req.json();

  // Send to Facebook Conversions API
  await fetch(`https://graph.facebook.com/v21.0/${PIXEL_ID}/events`, {
    method: 'POST',
    headers: { 'Content-Type': 'application/json' },
    body: JSON.stringify({
      data: [
        {
          event_name: 'Purchase',
          event_time: Math.floor(Date.now() / 1000),
          user_data: {
            em: hashEmail(order.customer.email)
            // ... other user data
          },
          custom_data: {
            value: order.total_price,
            currency: 'AUD',
            content_ids: order.line_items.map((i) => i.variant_id),
            content_type: 'product'
          }
        }
      ],
      access_token: META_CONVERSIONS_API_TOKEN
    })
  });
}

// New tool: get_conversion_funnel
{
  name: 'get_conversion_funnel',
  description: 'Get funnel metrics: impressions → clicks → ViewContent → AddToCart → Purchase'
}

Required from $8,000 ad spend:
- ROAS needed: 2.34x
- This is achievable with proper tracking and optimization

// Standard Events to Implement
fbq('track', 'ViewContent'); // Product page view
fbq('track', 'AddToCart'); // Add to cart click
fbq('track', 'InitiateCheckout'); // Begin checkout
fbq('track', 'Purchase'); // Order completed
fbq('track', 'Search'); // Site search (optional)
fbq('track', 'AddToWishlist'); // Wishlist (future)

Retargeting (Hot):
- Website visitors (7 days) who viewed product pages
- AddToCart but no purchase (14 days)

Retargeting (Warm):
- Website visitors (30 days)
- Instagram engagers (90 days)

Prospecting:
- 1% Lookalike of Purchasers
- 1% Lookalike of AddToCart
- Interest: Home decor + Bedroom + Linen + Interior design
- Demographics: AU, Female, 28-55

AWARENESS (10% of budget)
├── Objective: Reach/Video Views
├── Audience: Broad AU women 28-55 (expanded from 28-45)
├── Content: Brand story Reels, behind-the-scenes
├── Measure: `get_source_performance` for awareness-to-interest conversion
└── KPI: CPM, Video Watch %, New visitor rate

CONSIDERATION (20% of budget)
├── Objective: Traffic
├── Audience: Interest-based + 2% Lookalike of cart adders
├── Content: Product showcase Reels, styling tips
├── Measure: `get_page_analytics` for landing page performance
└── KPI: CPC, CTR, Pages per session

CONVERSION (40% of budget) - Increased from historical
├── Objective: Conversions (Purchase)
├── Audience: BigQuery audiences (Score >= 5)
├── Content: Testimonials, urgency, free shipping
├── Measure: `get_roas_by_campaign` for true ROAS
└── KPI: Cost per Purchase, ROAS

RETARGETING (30% of budget) - Increased from 2%
├── Objective: Conversions
├── Audience: Cart abandoners, high-intent visitors (Score >= 8)
├── Content: Cart reminder, discount offers
├── Measure: `find_high_intent_visitors` to refresh audiences weekly
└── KPI: ROAS, Recovery rate