Meta Business Portfolio Rebuild and Signal Setup

A rebuild runs four to six weeks, and the first two go to measurement rather than structure. On accounts we inherit, purchase event match quality usually sits between 4.0 and 6.5 out of ten, and once server events are deduplicated properly against the browser pixel the reported conversion count moves by ten to twenty-five percent. The direction it moves is the finding. Up means you under-bid for a year. Down means your ROAS target was fiction and the account has been buying its own reporting. Where the work starts: Ownership, before anything else. We map every asset — pages, datasets, catalogues, apps, domains, ad accounts — and record who legally holds each one. Agencies holding client pixels is common, and it is the most expensive item on this list to fix later, because a dataset cannot be moved with its history intact once it sits in the wrong portfolio. If your last agency owns your pixel, we will tell you what unwinding that costs before you sign anything. Then the dataset. Domain verification, the eight Aggregated Event Measurement events ranked in the order your margin justifies rather than the order they were installed, and a written event schema: every event name, its parameters, its deduplication key, the page or server that fires it, and what it is worth. That document is the deliverable most shops never produce, and it is the one your next agency will ask for. Conversions API: We deploy server-side on your own subdomain through server-side Google Tag Manager, or through the Conversions API Gateway where there is no tag-management practice to maintain it. We do not use one-click partner integrations for the primary purchase event. The payload is thin, you cannot inspect it, and when match quality falls eight months later nobody can see why. Expect to give us a developer for two to four hours: the identifiers that lift match quality — hashed email, phone, external ID, click ID with its timestamp — live in your checkout, not your tag manager. Australian obligations we build around: For licensed financial services, targeting stops being a media decision. ASIC Regulatory Guide 234 governs how the ad reads, and under the design and distribution obligations your target market determination sets the outer boundary of who may lawfully be advertised to. We build the audience layer against the TMD and we will ask to read it before the first campaign is drafted. If no TMD exists, that is a compliance project rather than a media one, and we will say so and stop. What we do not do: We do not create a fresh dataset to escape an unflattering history. Learning history and value distribution are assets, and starting clean is usually an agency hiding an audit. We do not run the rebuild at full spend; campaigns hold at roughly sixty percent of current weight through the measurement fortnight, because you cannot change the ruler and read it at the same time. We do not take ownership of client assets, on any terms. We do not install a pixel by Friday for a business we have not audited. Who this is not for: Advertisers spending under about USD 40,000 a month on Meta. Below that the structural gains do not repay this fee, and a competent contractor working through Meta's own setup flow serves you better. Also not for teams who want the account rebuilt during a live promotional period — we will ask you to move one or the other. What you hold at the end: A portfolio you own, a documented dataset, server-side events with match quality measured before and after, an access model built on system users and named owners with two-factor enforced, and a recorded handover for whoever inherits it. Campaign strategy is a separate engagement. This one leaves you able to trust a number.