Fixing the tracking behind a Pakistani fashion brand — clean signal at scale.
Client overview
A leading Pakistani fashion brand ran high-budget, catalog-heavy Meta campaigns on top of a disorganized asset setup. Zali Digital restructured its Business Manager, pixels and catalog to fix fragmented data and tracking across PKR 180.4M of spend.
The challenge
The account was spending heavily on a broken foundation:
Disorganized assets. The product catalog sat in a different Business Manager from the ad account.
Pixel misalignment. Four active pixels caused inconsistent tracking and attribution errors.
Pixel and catalog disconnected. The main catalog was not linked to the pixel, limiting retargeting.
Catalog-only strategy. Over-reliance on catalog ads without conversion-focused creative.
Underused content. Premium visuals and video were not part of the ad strategy.
Business objectives
Get one clean, reliable source of conversion data.
Reconnect the catalog so retargeting works.
Move from catalog-only ads to a full-funnel mix.
Strategy & execution
Pixel, catalog and ad account unified and linked.
Redundant pixels removed and event attribution checked.
From catalog-only to full funnel with conversion-focused creative.
Premium content placed at awareness and consideration stages.
Results & growth
Best line: 26.81 ROAS on PKR 82,698.11 (31 orders); further lines at 22.10, 21.57 and 20.10 ROAS.
Cleaner audience segmentation from accurate pixel data.
Catalog efficiency improved through proper integration and tracking.
Campaign evidence
Meta Ads Manager export, Jan 2022 — Feb 2025, sorted by ROAS: amount spent, results, cost per result and ROAS. Total spent PKR 180,416,782.79. No account names or IDs are shown. Click to open full size.
Key growth drivers
One source of truth. A single pixel ended conflicting attribution.
Connected catalog. Retargeting could finally use the full product range.
Creative beyond the catalog. Premium content gave buyers a reason to act.
Final takeaway
"Clean signal is a performance lever. Fix the asset structure before you judge the campaigns."
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