FB Ad Account Setup and Optimization

Facebook/Meta Media Buyer — Tracking Foundation + Conversion Setup (DTC Brand) About the role We're a DTC [apparel] brand on Shopify running email/SMS through Klaviyo. We're looking for a Meta media buyer who is as strong on measurement and tracking infrastructure as they are on campaign management. This is not a "spend the budget and hope" role. Phase one is getting our entire tracking foundation airtight — every pixel, every event, every form firing correctly and reconciling across Shopify, Klaviyo, and Meta. Phase two is building and optimizing campaigns on top of that clean foundation: email opt-ins, sales conversions, and awareness/reach. If you build campaigns before the data is trustworthy, you're not the right person for this. Phase 1 — Tracking & Measurement Foundation (priority) This comes first. We want clean, verified data before a dollar of meaningful spend goes out. Install / audit the Meta Pixel + Conversions API (CAPI) across the site (Shopify), with proper server-side tracking and event deduplication Maximize Event Match Quality (passing the right customer parameters server-side) Verify all standard + custom events fire correctly and only once: ViewContent, AddToCart, InitiateCheckout, Purchase, Lead / CompleteRegistration (email opt-ins), etc. Ensure Klaviyo opt-in forms and signup events are tracking properly and reconcile with what Meta and Shopify report Complete domain verification, configure Aggregated Event Measurement (event priority order for iOS), and confirm conversions are attributed correctly Standardize UTMs and parameter conventions so reporting is consistent across Meta, Shopify, and Klaviyo Deliver a short QA / audit doc confirming everything is firing accurately before scaling spend Phase 2 — Campaign Build & Optimization Set up a clean, well-structured account: clear campaign/ad set architecture, naming conventions, and the correct conversion objectives mapped to each event Email opt-in / lead campaigns — optimized for cost per qualified lead, feeding our Klaviyo list Sales / conversion campaigns — optimized for ROAS / CPA Awareness / top-of-funnel campaigns — reach and audience building to fuel retargeting and continued outreach Build audiences: custom audiences (site + Klaviyo segments), lookalikes, and retargeting pools off the pixel Ongoing testing of creative, audiences, and offers; clear weekly reporting on the metrics that matter You should have Proven experience setting up Meta Pixel + CAPI (server-side) on Shopify, not just the basic pixel Hands-on experience with event tracking, deduplication, and Event Match Quality troubleshooting Comfort working alongside / inside Klaviyo (opt-in forms, events, list/segment logic) A track record managing Meta campaigns across the full funnel (awareness → conversion) Strong grasp of attribution and the ability to explain why numbers differ between Meta, Shopify, and Klaviyo Nice to have DTC apparel / ecommerce experience Familiarity with GA4 and/or a tool like Triple Whale Basic creative/ad copy instincts