Case Study: Blue Steel Jewelry achieves 58% higher return on advertising spend with Facebook Pixel

Strengthening sales with the Facebook pixel

Blue Steel Jewelry, founded in 2009 as an edgy line for motorcyclists, expanded into e‑commerce and sought to strengthen its digital presence. The company’s challenge was to raise brand awareness and attract more online customers by improving retargeting and conversion tracking on Facebook.

Blue Steel migrated from the conversion pixel to the improved Facebook pixel, tracked key events (View Content, Add to Basket, Initiate Checkout), and used Custom Audiences, 1% Lookalike Audiences and dynamic ads to retarget and find new buyers — a migration completed and tested within a day. The campaign delivered a 58% increase in return on ad spend, a 61% decrease in cost per acquisition and a 3.25× increase in sales.

Blue Steel Jewelry

Brian Malloy

President