Probiotic Supplement Brand

Tracking & Ad Infrastructure Audit

The Challenge

A leading probiotic supplement brand, partnered with Labyrinth Digital to clean up and future-proof its technical infrastructure across major ad platforms including Meta, Google Ads, TikTok, and Microsoft Ads.

At the time, the brand’s platform connections were inconsistent and outdated. Custom events were misconfigured, multiple legacy tags cluttered the system, and attribution lacked clarity. With D2C goals in mind, the brand needed a streamlined infrastructure to support accurate tracking, campaign optimization, and smarter decision-making.

Labyrinth’s challenge was to resolve technical gaps and implement a DTC ad tracking optimization strategy to ensure every digital signal—across every platform—was clean, relevant, and actionable.

Labyrinth’s Services

  • Technical Audit
  • Technical Infrastructure Repair

The Solution

Labyrinth Digital executed a complete audit and overhaul of the brand’s tracking systems and campaign connections.

Our Approach to DTC Ad Tracking Optimization:

1. Event Cleanup & Infrastructure Optimization

  • Audited a large volume of custom events to determine functionality and current relevance

  • Conducted platform-wide testing to verify event integrity

  • Aligned Shopify’s automatic events with custom GTM events

  • Reorganized and renamed GTM structure for long-term manageability

  • Removed deprecated or unused tags

2. Platform Configuration Upgrades

  • Updated platform connections (Meta, Google, TikTok, Microsoft) based on Shopify’s latest best practices

  • Migrated Google Ads tracking to direct Shopify server-side integration for stronger conversion attribution

  • Migrated TikTok pixel for improved accuracy on purchase events

  • Audited Meta’s Triple Whale connection to ensure alignment and clean signal passthrough

3. Marketing Campaign Alignment

  • Audited all active campaigns across platforms

  • Verified targeting strategies and ensured use of the most accurate conversion events

  • Summarized spend, revenue, and campaign objectives at the platform and goal level

  • Identified opportunities for optimization and performance improvements

The Results

By establishing a strong technical foundation, Labyrinth enabled this brand to regain control over its D2C data, optimize campaign performance, and scale efficiently across platforms.

✅ Google Ads migrated to direct Shopify connection—resulting in improved conversion capture compared to previous GA4 setup
✅ TikTok tracking improved with more reliable purchase attribution
✅ Meta’s Triple Whale connection was cleaned and validated for accurate passthrough
✅ Custom event errors were resolved—enabling clean and complete data collection
✅ New custom events were added to align with evolving D2C business goals
✅ Campaign audits surfaced actionable insights and ensured strategic alignment across all platforms

With a fully restructured backend and clean tracking systems in place, the brand is now equipped for long-term DTC ad tracking optimization and scalable media performance.

Labyrinth’s Services

  • Technical Audit
  • Technical Infrastructure Repair

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