pro
Maximilian Lutz
Google and Meta Ads | I track and scale
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Meta Conversions API (CAPI) & Advanced Pixel Integration
Description:
Implemented a robust dual-tracking setup combining the Meta Pixel with Server-Side Conversions API via Google Tag Manager. This setup bypasses browser tracking restrictions, stabilizes custom audiences, and optimizes Meta's ad delivery algorithm with high-match-quality data.
What was engineered:
Gateway & Server-Side GTM: Routed conversion events directly from the server to Meta’s endpoints, restoring missing data from iOS users and ad-blockers.
Event Deduplication: Configured precise deduplication keys (using event_id) to ensure the Meta Pixel and CAPI don’t double-count actions like purchases or leads.
Advanced Matching: Enhanced Event Match Quality scores by securely hashing and transmitting permission-based first-party data (e.g., email, phone number) to Meta.
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Scaling E-Commerce Revenue via Consolidated Meta Campaign Architecture
Description:
Restructured a fragmented Meta Ads account for a direct-to-consumer (D2C) brand. By eliminating audience overlap and implementing a consolidated scaling framework, the account achieved consistent stability and exited the learning phase within 48 hours.
What was executed:
CBO Integration: Merged 12 scattered campaigns into 1 main Campaign Budget Optimization (CBO) structure to maximize liquidity.
Creative Testing Pipeline: Built a dedicated testing environment utilizing Dynamic Creative Test (DCT) ad sets to constantly find new winning hooks.
Broad Targeting: Leveraged Meta's AI capabilities by shifting from tight interest-stacking to broad targeting, cutting the cost per acquisition (CPA) by 22%.
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Advanced Google Analytics 4 & Server-Side Tracking Deployment
Description:
Fixed a broken data architecture for an e-commerce brand by implementing advanced client-side and server-side tracking via Google Tag Manager. This restored 35% of "lost" conversion data caused by ad-blockers and browser privacy restrictions, allowing Google Ads Smart Bidding to optimize accurately.
What was engineered:
Server-Side GTM Setup: Provisioned a cloud server container to route conversion data server-to-server directly to Google Analytics 4 (GA4).
Enhanced Conversions: Configured Google Ads Enhanced Conversions using secure, hashed first-party user data to drastically improve attribution accuracy.
Data Layer Customization: Wrote custom data layer events to track precise user behavior, from initial cart interactions to final purchase values.
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Multi-Channel Google Ads Scaling & Conversion Architecture
Engineered and optimized high-scale global Google Ads campaigns, focusing on maximizing ROAS and structural data feeding through advanced tracking setup.
What was executed:
Performance Max & Search: Deployed intent-driven campaigns focused on high-value buyers rather than empty traffic.
Smart Bidding Training: Enhanced Google's AI bidding algorithms by structuring clean conversion data pipelines through Google Tag Manager.
Budget Architecture: Audited and restructured global ad-spend allocations to eliminate leaking budgets and scale profitable products.
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