This episode dives deep into how much your tracking setup actually controls your Meta performance, and why most brands only pay attention to the pixel when things break.

Brett walks through his journey from old-school media buying into early Facebook ads and how that evolved into Tag Hero, a specialist shop focused purely on technical conversion tracking across Meta, Google, TikTok, Snapchat, Pinterest, etc. He explains why data quality is the real throttle on performance and how you can have the best creative in the account, but if Meta isn't getting clean signals, the algorithm just can't do its job.

Key Takeaways:

• How you can tell if your Shopify → Meta tracking setup is actually "good enough"… or silently leaking conversions.

• If Meta says you're getting 8–13% more events with CAPI, are you actually set up to capture that lift—or just assuming you are.

• The easiest way to verify your pixel and CAPI events are deduplicating correctly instead of double-counting purchases.

• The Event Match Quality scores you should care about, and when a score is good vs a legit red flag

• Why this one tracking perameter is arguably more valuable than email for optimization.

• Why optimizing around a specific EMQ score might just be gaming a number that doesn't move revenue.

• When Shopify's default Facebook Sales Channel App is the right call and when it might be time to graduate to Elevar/Blotout/EdgeTag-style stacks.

• The incremental tracking upgrades that actually pay for themselves after you start spending 6 figures or more a month in ads.

• The truth of what exactly happens when Meta flags you as 'Health & Wellness' brand and depricates your lower funnel.

• How you can still win in health & wellness categories on Meta

• The key steps to confidently rule out tracking as the culprit when your ads stop working so you're not re-building creative for a data problem?

This episode is sponsored by Northbeam, the marketing attribution platform that we love here at Scalability School. If you're ready to cut through the noise, stop guessing, and actually see which ads are driving your business, book a demo at northbeam.io/demo, and tell them Scalability School sent you. Join the club. To connect with Brett Fish over at TagHero, you can DM him at https://x.com/brett_fish or head over to their site: https://taghero.io/ To connect with Andrew Foxwell send an email [email protected] To connect with Brad Ploch send him a DM at https://x.com/brad_ploch To connect with Zach Stuck send him a DM at https://x.com/zachmstuck Learn More about the Foxwell Founders Community at https://foxwellfounders.com/