Case Study: Specsavers increases conversion visibility with Merkle's server-side tagging

Specsavers increases conversion visibility by 30% with Merkle

Specsavers faced reduced visibility into conversions from its Facebook advertising due to industry-wide privacy controls, making it difficult to attribute sales and optimize spend. The customer enlisted Merkle to recover this critical attribution by securely capturing and matching first-party data.

Merkle implemented server-side tagging via Google Tag Manager, specifically deploying the Facebook Conversions API (CAPI). This solution securely passed hashed customer data to Facebook, improving match rates. As a result, Specsavers increased conversion visibility by 7-13%, saw its Facebook Event Match Quality Score jump 88%, and can now accurately attribute conversions to ad spend, enabling better audience targeting.

Specsavers