How Perfect White Tee Reduced CAC by 33% Using Upstack Conversion API for Meta

Meta Ads Performance Volatility

Perfect White Tee was scaling aggressively, running high-volume campaigns on Meta and relying on in-platform performance data for optimization. But by February, the brand hit a wall.  For 45 days they struggled to improve the situation

• Meta Ads performance began to nosedive
• Attribution became unreliable and inconsistent
• CAC rose significantly

Despite running the same campaigns with proven creative and offers, results were unpredictable and inconsistent.  Nothing was working. Perfect White Tee explored several popular Meta Conversion API products, but nothing solved the issue. Attribution remained fragmented and performance still slipping.

"Facebook ads were crushing it. Then suddenly, performance just didn’t make sense anymore. We hadn’t changed anything, and yet results dropped off."AlexCEO/Owner

Precision Identity and Signal Restoration with Upstack

Perfect White Tee partnered with Upstack Data to implement a more resilient tracking infrastructure, centered on one goal: feeding Meta the clean, complete, and consistent data it requires to perform.

Upstack’s onboarding process required no engineering resources and was completed in under 30 minutes. Once implemented, the platform immediately began rebuilding customer sessions and enriching Meta’s CAPI pipeline.

Key actions taken:

• Identity resolution across browsers, devices, and time windows
• Restoration of lost click IDs and session context
• Enrichment of all Meta CAPI events with verified, persistent customer data

Unlike conventional event routers or attribution overlays, Upstack rebuilt the identity layer that Meta’s delivery algorithm depends on.

Implementation:

• White-glove onboarding within 30 minutes
• Complete pixel audit conducted by the Upstack team
• No engineering or code work required

CAC Dropped 33% in 7 days

Just seven days after implementing Upstack, Perfect White Tee’s  CAC had dropped 33% from $90 to $60.  30 days in, Perfect White Tee had the best month they ever had.

• Event Match Quality (EMQ) increased significantly (from 5.3 to 7.5)
• CAC dropped 33% from $90 to $60
• Best revenue month in brand history, recorded just 30 days post-onboarding

Importantly, no changes were made to the brand’s creative, bidding strategy, or campaign structure during this time. The performance lift was attributable purely to better data.

This gave the team at Perfect White Tee the clarity and confidence they needed to continue scaling their spend, even as other brands across the ecosystem reported performance drops.

Why It Worked

Meta’s algorithm is driven by data quality and audience targeting. It relies on identity signals to match conversions to ad clicks and build optimized audience pools.

Before Upstack:

• Session fragmentation caused loss of click and purchase context
• Meta couldn’t connect returning visitors across devices
• Attribution accuracy collapsed, and the algorithm struggled to win in-market audience share.

With Upstack’s identity engine powering Meta’s CAPI integration, Perfect White Tee delivered the clean data required to:

• Improve audience match rates
• Enable accurate attribution
• Support more aggressive optimization and scale

In short, Meta could finally do its job—because the signal layer had been restored.