Meta loses 60% of your data. And your ROAS pays for it.
Every event is missing the buyer's email, phone, name and location. Ad blockers, iOS and cookie deletion strip more than 60% of that information before it arrives. With incomplete data the algorithm optimizes worse, your CPA goes up and your ROAS goes down. Escalafy sends that data from the server, complete.
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It's the quality of the data Meta receives to optimize its algorithm and find new buyers. The higher it is, the more you can scale: better ROAS and lower CPA.
EMQ
4,1 → 8,7
ROAS
1.9x → 3.2x
Revenue
+50%
Your pixel is blind and nobody tells you
The classic pixel reads buyer data inside the browser. If the customer uses an ad blocker, is on an iPhone that blocks tracking, if the browser cleared its cookies or if they bought through an accelerated checkout, the order arrives almost empty. Meta doesn't show you an error: it simply can't identify the buyer and charges you more for the next sale.
Ad blockers
Between 25% and 40% of users have one turned on. They don't block ads: they block the scripts that send the data.
The pixel script never runs, so the event never leaves the browser. Neither the purchase nor the buyer's data gets through.
iOS and cross-app tracking
If your customer buys from Instagram's in-app browser on an iPhone and didn't give permission, most identity parameters never get sent.
It's the biggest leak if you sell apparel, beauty or accessories: your traffic there is almost all mobile and almost all of it comes from Instagram.
Cookies that delete themselves
Safari deletes them after 7 days. The click ID is lost and the purchase gets disconnected from the ad that drove it.
If your ticket is high and people take two or three weeks to decide, the sale shows up in Meta as if it came out of nowhere.
Accelerated checkouts
One-click payments skip the steps where the pixel used to read the buyer's data. Less friction for the customer, less information for you.
The fewer steps your checkout has, the fewer chances the browser pixel gets to read who's buying.
Meta never shows you a banner that says “this event arrived empty.” It estimates with whatever it gets: sometimes it credits you with too few sales, sometimes too many. And it uses that number to decide who sees your ads and how much to charge you for each sale. You watch your CPA climb and can't figure out why.
From lost data to a ROAS that doesn't add up
This isn't a reporting problem. It's the chain that decides what each sale costs you — and how far you can raise your budget before ROAS drops.
The same route, without the browser in the middle
The same route, before and after
Klaviyo
KlaviyoWe recover the data.
The algorithm does the rest.
We capture the data the browser can't send
The Escalafy Pixel doesn't live in your customer's browser: it processes every event server-side. A blocker can kill a script; it can't get between two servers. And for the test it runs in parallel with the pixel you already have, so you don't turn anything off to try it.
And we send it complete, through the front door
Meta's Conversions API, Google's Enhanced Conversions, TikTok's Events API and the Klaviyo integration. With identity parameters enriched, deduplicated and free of bots — that's how your EMQ goes up and the algorithm actually learns who your buyer is.
Meta CAPI
Google Enhanced
TikTok EventsKlaviyoAnd the algorithm starts finding buyers, not clicks
With complete data, the platform understands who actually buys from you. It shows your ads to those people, stops spending on the ones who don't buy and builds lookalike audiences from real buyers. Same budget, more sales: your CPA goes down and your ROAS goes up. And when you raise your budget, returns stop falling.
Same budget, same creatives. The only thing that changed is the data Meta receives.
What exactly travels with each event
With every event we send who bought and the path they took before buying. Meta's EMQ is a 1-to-10 score that measures how many of these identity parameters arrive and how well they match a real person. The more complete they arrive, the better the algorithm can find people like your buyers — and the cheaper your acquisition gets.
Identity parameters
- Email
Hashed with SHA-256 before it leaves. It's the parameter with the most weight in EMQ.
- Phone
Normalized to international format and hashed.
- First and last name
Hashed. They help tell profiles apart when the email doesn't match.
- City, state/province and postal code
They improve the geographic match.
- Country
The easiest parameter to fill in, and the one that almost always gets sent already.
- Click ID (fbclid / gclid / ttclid)
We store it server-side, so it isn't lost when the browser deletes the cookie.
- IP and user agent
Session signals the platform uses for the match.
- Event ID
What lets us deduplicate against the browser pixel so the purchase isn't counted twice.
Events we send
- PageView
Every visit, to build complete retargeting audiences.
- ViewContent
Product view, with the product ID and its value.
- AddToCart
Added to cart.
- InitiateCheckout
Checkout started — the event that triggers your abandoned cart flows.
- Purchase
The purchase, with value and currency. It's the one that teaches the algorithm the most.
- Subscribe
For stores with subscriptions or repeat purchases.