How Pohesia doubled Meta spend while reducing CAC by 10%

Pohesia wanted to increase Meta investment without giving up acquisition efficiency. The account needed a more stable feedback loop before the team felt comfortable scaling spend.

The challenge

When the brand came to Bily, Meta was receiving an incomplete view of customer events. Less event coverage meant less evidence for attribution and optimization, especially deeper in the purchase journey.

What changed

Pohesia connected Bily’s Edge Pixel to send customer events through a server-side path. The recovered record reports 57% more data reaching the Meta pixel and stronger Event Match Quality across the account.

Meta Events Manager before Bily.

Meta Events Manager in the later comparison, three months after the first screenshot.

The result over two weeks

In the ad-account comparison described in the source, Pohesia doubled its Meta spend while CPC fell 7% and CAC fell 10%. The account therefore spent more without paying more for each acquired customer.

The Meta ad account before Bily.

The Meta ad account two weeks after Bily was connected.

What the comparison shows

The record shows that stronger signal coverage and more efficient media performance appeared in the same implementation period. Because this is a before-and-after account comparison rather than a randomized test, it does not prove that tracking alone produced the change.

Creative, offer, audience, auction conditions, and demand can also affect spend and acquisition cost. These figures describe Pohesia’s 2023 account and are not a guarantee of future results.

Next steps

Keep the three-month signal comparison separate from the two-week media-performance window. Establish a weekly baseline for event coverage, CPC, CAC, paid orders, and contribution margin, then increase budget one step at a time. Pause the scale-up if acquisition cost or paid-order economics move outside the agreed range, even when Meta-reported signal quality remains strong.