How MyVariations recorded 30% more Meta-attributed sales with Bily

MyVariations was already spending several thousand per day on Meta Ads and had an established Pixel and Conversions API setup. The team did not begin from a broken baseline; it wanted to know whether a different signal path could produce measurably better feedback.

Why the team tested Bily

Founder and CMO Martin Thiebaut described himself as “skeptical in the beginning” because the existing setup was already producing good ad results. Instead of moving the live account immediately, the team connected a second pixel through Bily and compared the quality and quantity of events over the following weeks.

What changed

The second-pixel test showed an uplift in event quantity and quality. MyVariations then moved Bily onto the live pixel. The recovered record says the new setup provided more granular events after Add to Cart and higher Event Match Quality across the account.

The result after one month

After one month on the live pixel, MyVariations recorded a 30% increase in sales attributed to its campaigns inside Meta, with the source calling out iOS users in particular. Thiebaut also reported an average 25% decrease in in-platform attributed CPA.

The team linked the improved signal set to faster learning on new ads and lower reported acquisition costs. No account screenshots were present in the recovered export for this post, so the result remains documented through the original case-study body and founder statement.

How to read the result

Meta-attributed sales are not the same as independently measured incremental revenue. Better event coverage can change both platform reporting and optimization, so the 30% figure should be presented as an in-platform attribution result, not as a 30% revenue claim.

Creative, offer, audience, auction conditions, and demand can also affect CPA. These figures describe MyVariations’ 2023 account and are not a guarantee of future results.

Next steps

Repeat the second-pixel test with matched screenshots, a fixed attribution window, and a dated change log. Compare Meta-attributed sales and CPA with paid Shopify orders, refunds, and contribution margin before assigning commercial credit. A fresh evidence set would also replace the missing account screenshots and make the result easier to verify independently.