MyVariations reports 25% lower Meta CPA after testing Bily

MyVariations was already spending several thousand per day on Meta. Its Pixel and Conversions API were in place, and the ads were performing. The team was not looking for a rescue.

It wanted to know whether a stronger conversion signal path could improve an account that was already healthy.

So MyVariations connected Bily to a second pixel and ran both setups in parallel. After several weeks, the Bily path was sending more events with stronger quality, and Purchase Event Match Quality had moved from 7.4 to 9.4. The team moved Bily to the live pixel.

Bily had to beat a working Pixel and CAPI setup

Founder and CMO Martin Thiebaut was skeptical, which made the test better. Bily had to earn the live account through a comparison the team could inspect.

The Bily-connected pixel delivered more event volume, lifted Purchase Event Match Quality from 7.4 to 9.4, and sent more granular actions after Add to Cart. Meta received a richer picture of how shoppers moved toward purchase.

The live account recorded lower CPA

One month after the switch, MyVariations recorded an average 25% reduction in Meta-reported CPA and 30% more sales attributed to its campaigns inside Meta.

The team also reported faster learning on new ads. More purchase intent was reaching the platform, so new creative had a stronger feedback loop to learn from.

What this shows about Bily

Bily can improve on an existing CAPI implementation rather than simply replace a broken pixel. It gives the brand a way to compare signal quantity and quality first, then move the better path to the live account.

For MyVariations, the test changed the decision from whether the account needed another tool to which signal path the growth team wanted Meta to learn from.

Results reflect the brand’s founder-reported parallel test and recorded one-month Meta account window. Performance varies by brand, offer, market, campaign mix, and media strategy.