Case study · E-commerce · Seasonal retail
Unique Fire Pits: Meta ads with numbers you can check
A product with one short season, sold on a share of what the store actually banks. So every sale Meta claims gets matched to a real order before we send an invoice.
more thanA$127,000
Meta-attributed sales since we took over the ads · May to early September 2026
Case study result. Outcomes vary.
- Business
- Unique Fire Pits, an Australian online fire pit retailer. We run the Meta ads and make the creative.
- Season
- Winter is the peak, and July is the month that makes the year
- How we're paid
- A share of product sales, measured in the store
- What we did
- Meta Ads
- Content & Creative
- Monthly reconciliation
The starting point
One short season to get right.
Fire pits sell when it's cold. The busy stretch runs through winter, and July does more than any other month. Get the peak wrong and you wait a year for another go.
It's also a considered buy. People look, measure the backyard, ask a partner and come back later, so the ads have to keep showing up after that first visit.
Unique Fire Pits pays us a share of product sales. That puts our fee on the same number the owner cares about: what the store actually took. We have every reason to know exactly what that is.
Meta splits the purchase value across two results rows. Added together, they make the headline number. Tap the screenshot to look closer.
Case study result. Outcomes vary.
May 2026
Its best month on Meta's own tracking. Further down, we check a peak month against the store, because that's the number we bill on.
Case study result. Outcomes vary.
What we ran
Built around the peak.
Budget and creative get lined up before winter arrives, then we keep feeding the account while it's hot.
New creative every month
Fresh statics and video in monthly batches, briefed from what sold the month before.
Retargeting
For everyone who looked at a fire pit and went off to measure the yard. It's rarely a first-visit buy.
Seasonal angles
A winter code, a gift card angle, a Father's Day set and a spring sale, each timed to when people were already thinking about it.
Monthly reconciliation
Meta's daily purchases lined up against the store's orders, one by one, before the invoice goes out.
A pixel audit
Finding the purchases the pixel counted that never turned into a paid order, and showing the owner where they came from.
Two statics from the spring set
Made in-house for spring, when the days warm up but the nights stay cool. Same fire pit, two hooks, one code. Tap either to see it full size.
Content and creativePeak month, checked
July, as Meta saw it and as the store saw it.
Ads Manager and the store will never agree to the dollar. The question is by how much, and which way.
Meta counts a purchase when its pixel fires, and credits it to an ad the buyer clicked or saw. The store counts orders that were actually paid for. So each month we take Meta's daily purchases and find the matching order for each one. What survives is the store-verified number.
In July the gap was small, and it went the way it usually does: Meta a little ahead of the store. A healthy account, measured honestly.
Results value
A$23,432
Meta-reported, 8.3x
What Ads Manager credited to the ads. July 2026.
Product sales
A$19,795
Store-verified, about 7x
Matched order by order in the store. July 2026. This is the one we billed on.
Case study results. Outcomes vary. Both on the same A$2,830 of Meta spend.
Reconciliation · August 2026
Real client resultReal, paid orderNo matching paid order
- Purchases the pixel reported
- 22
- Real, paid orders in the store
- 12
- What we billed on
- The store's orders
Case study result. Outcomes vary.
The month the pixel over-counted
We billed on what the store could prove.
In August, Ads Manager reported a lot more purchases than the store had orders. So we pulled every order for the same days and matched them one at a time.
The extras were double counts, test orders and checkouts that were never paid for. We showed the owner the gap and billed on the store's count. If we're paid on results, we should be the first to say when they look too good.
The numbers
All of it, labelled.
Meta-reported figures come from Ads Manager. Store figures come from Unique Fire Pits' own orders. They're kept apart on purpose.
| Metric | Value | Window | Metric type |
|---|---|---|---|
| Sales credited to the ads since we took over | More than A$127,000 | May to early Sep 2026 | Meta-attributed purchase value |
| Tracked return, best month | about 10x | May 2026 | Meta-reported ROAS |
| Purchase value credited to ads | A$23,432 | July 2026 | Meta-reported |
| Product sales, matched to orders | A$19,795 | July 2026 | Store-verified |
| Ad spend | A$2,830 | July 2026 | Meta spend |
| Pixel purchases vs real orders | 22 vs 12 | August 2026 | Reconciliation |
What's next
A landing page, then the rest of the year.
We've proposed a dedicated landing page for the ads, so cold traffic lands on one clear offer instead of the full catalogue. Then a spring and Christmas calendar built around the products that already sell, so the account has a reason to run outside winter.
The reconciliation keeps running every month. It's the part of the job the owner never has to think about.
Free audit, then your Scaling Roadmap
It's time to get Scaled.
Fill in a few details and I'll go through your ads, your website or store, and how you follow up enquiries, then show you what's leaking and what we'd fix first. If we're not a fit, no worries at all. You'll still leave with something you didn't know before.
Jed Lynham
Jed calls you personally, usually the same business day.
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