Meta Commerce agency for eCommerce brands. Built for revenue, not the metaverse.
Sequence is a Meta agency for eCommerce brands. We run Facebook Shops, Instagram Shopping, Product Catalog, Advantage+ Shopping, Pixel and Conversions API (CAPI), and the cross-marketplace attribution layer that ties Meta clicks back to Amazon, Shopify, and Walmart revenue. Less hype. More conversions.
Six surfaces. One commerce engine.
Most agencies treat Meta as "Facebook ads plus Instagram ads." That's half the platform. The other half (Shops, Catalog, Dynamic Product Ads, Pixel and CAPI, and cross-platform attribution) is where revenue compounds. Sequence runs all six.
Facebook Shops
End-to-end Shops setup, collection design, checkout integration with Shopify or BigCommerce, and ongoing merchandising. Shop discovery surfaces inside Feed, Reels, and Marketplace.
Instagram Shopping
Shoppable posts, Stories, Reels tagging, and Shop Tab optimization. We turn every IG touchpoint into a buying path with proper tagging schema and link-in-bio strategy.
Product Catalog Ops
Catalog feed setup, data quality monitoring, image and title optimization, variant handling, and inventory sync. Catalog quality determines everything downstream. A broken catalog breaks Dynamic Product Ads, Facebook Shops, and Advantage+ Shopping.
Dynamic Product Ads (DPA)
Retargeting and prospecting ads pulled from your catalog and personalized to each shopper. Prospect with broad audience expansion. Retarget with Pixel and CAPI events.
Pixel + Conversions API
Full client-side Pixel and server-side CAPI implementation via Stape, Shopify CAPI, or Google Tag Manager Server-Side. Recover conversion signal lost to Apple's App Tracking Transparency (ATT) in iOS 14.5. Target an Event Match Quality (EMQ) score above 8.0.
Cross-Platform Attribution
Meta to Amazon (via Amazon Attribution), Meta to Shopify, Meta to Walmart. Unified MER reporting across surfaces. The visibility layer that connects Meta spend to marketplace revenue.
How does Advantage+ Shopping change Meta campaign structure?
Advantage+ Shopping (ASC) is Meta's automated campaign type. It replaces manual audience targeting, bid management, and placement selection with machine learning trained on Meta's user and engagement signals. The result: lower CPA, faster scaling, and a different agency playbook.
- 22% lower cost per acquisition (CPA) on average versus equivalent manual campaigns, per Meta's internal data from 2023 to 2024.
- Up to 70% fewer ad sets, which means simpler accounts and faster exit from the learning phase.
- Catalog-required. ASC pulls creatives from your Product Catalog dynamically.
- Creative diversification drives ASC performance. Run 5 to 10 creatives per ad set.
Four disciplines in every engagement.
Every Sequence Meta engagement runs on four disciplines. Skip one and the whole stack underperforms.
Catalog Operations
Feed quality, variant integrity, image standards, inventory sync. A broken catalog breaks ASC, Shops, and DPA. We audit catalogs weekly.
Creative Engine
In-house Sequence Studios. UGC, static, video, Reels-first creative. Diversification at scale: 30 to 50 fresh assets per brand per month.
Advantage+ Deployment
ASC for prospecting and retargeting. Manual reserve campaigns for testing. We feed audience signals through Custom Audiences and remove bid caps so the algorithm can optimize.
Measurement Layer
Pixel, CAPI, Amazon Attribution, and post-purchase survey data. Unified MER dashboard. iROAS modeling. Halo effect tracking across Amazon, Shopify, and Walmart.
Callaway Golf. 241% YoY lift on top 10 SKUs.
Callaway Golf runs Meta DPA, Catalog ads, and Advantage+ Shopping, with the measurement layer wired into both Amazon and Shopify. Each channel improved as the others scaled because the same conversion data fed all of them.
From fragmented Meta runs to a measured commerce stack.
Callaway was running Meta ads in three places: DTC retargeting through one agency, Instagram brand campaigns in-house, and Amazon-driven Meta ads with no attribution. Sequence consolidated all Meta activity into a single managed practice with a clean catalog, ASC and DPA layers, and CAPI implementation.
The 241% YoY lift on top 10 SKUs came from three compounding moves: (1) catalog feed cleanup raised the feed quality score from 62 to 90, (2) ASC replaced manual prospecting and cut CPA by 38%, and (3) Amazon Attribution tags inside Meta ad URLs showed Meta driving 18% of the brand's Amazon conversions, which justified reallocating budget.
Where do Meta-driven shoppers actually convert?
Meta drives discovery, but most purchases close somewhere else: Shopify, Amazon, Walmart, or Target. Sequence maps Meta clicks to revenue on Amazon, Shopify, Walmart, and DTC sites.
One Meta team. Four revenue destinations.
Most Meta agencies stop at the Pixel and lose the conversion path. Sequence wires Meta into Amazon Attribution, Shopify CAPI, Walmart Connect tracking, and DTC funnel measurement, so every Meta dollar gets credit for the revenue it drives, wherever that revenue lands.
We manage more than $500M in revenue across these channels because the measurement holds up.
Performance 5, deployed in the first four weeks.
Performance 5 is Meta's official eCommerce best-practices framework. Every Sequence onboarding deploys all five disciplines in the first four weeks. This is non-negotiable.
Account Simplification
Campaign Budget Optimization (CBO), fewer ad sets, broader audiences. Let the algorithm work instead of fragmenting the learning phase.
Pixel + CAPI
Client-side Pixel plus server-side Conversions API. Target EMQ 8.0+. Restore signal lost to ATT and ad blockers.
Mobile Checkout
Largest Contentful Paint (LCP) under three seconds. Shop Pay, Apple Pay, single-click. Mobile-first creative formats (vertical 9:16, Reels-native).
Smart Audiences
Advantage+ Custom Audiences. Broad targeting plus audience expansion. Lookalikes deprioritized because broad targeting plus audience expansion finds intent more efficiently.
Creative Diversification
5 to 10 creative variants per ad set minimum. Static, video, UGC, and carousel. Dynamic Creative Optimization (DCO) enabled.
How does Conversions API recover the signal iOS 14.5 broke?
Since Apple's App Tracking Transparency rolled out in April 2021, eCommerce brands have lost 20% to 30% of Pixel signal on average. Sequence implements server-side Conversions API as the first deliverable of every Meta engagement.
The CAPI implementation Sequence ships in week one.
Server-side conversion tracking sends events directly from your backend (Shopify, custom stack, or via Stape or Google Tag Manager Server-Side) to Meta. It bypasses browser limits, ad blockers, and ATT opt-outs, and it restores the data Meta's algorithm needs to optimize.
Average data loss on client-side Pixel since App Tracking Transparency rolled out in April 2021. Losses are highest on Safari and in-app browsers on iOS.
Event Match Quality is Meta's measure of conversion data fidelity. CAPI plus parameter-rich events push EMQ above 8.0 — algorithm performance jumps.
Sequence ships full CAPI in 4 to 7 days for Shopify brands using Shopify's native CAPI integration, and 7 to 14 days for custom stacks using Stape or a Google Tag Manager server-side container.
Most Meta agencies only run ads. We run commerce.
Side-by-side comparison of what a typical Meta ads agency delivers and what Sequence delivers.
Awards across Amazon and eCommerce.
Sequence holds active Meta Business Partner status plus awards from Clutch and G2.
Questions buyers ask before moving Meta to Sequence.
Real questions. Direct answers.
What is Meta Commerce?
Meta Commerce is the integrated stack of Facebook Shops, Instagram Shopping, Product Catalog, Dynamic Product Ads (DPA), Meta Pixel and Conversions API, and Advantage+ Shopping that turns Meta's social platforms into a commerce surface for eCommerce brands.
It's the difference between "running Facebook ads" and "operating Meta as a revenue channel." A Meta Commerce agency manages all six surfaces in coordination, not just ad campaigns in Ads Manager.
What is Advantage+ Shopping (ASC) and when should I use it?
Advantage+ Shopping (ASC) is Meta's automated campaign type. It manages audience targeting, bidding, creative selection, and placement using machine learning trained on Meta's user and engagement signals.
Meta's internal data reports an average 22% lower cost per acquisition on ASC versus equivalent manual campaigns. Use ASC when you have: (1) a Product Catalog connected, (2) at least 50 conversions per week, and (3) creative diversification ready — 5 to 10 creative variants per ad set.
ASC won't fix a broken catalog or bad creative. It accelerates what already works.
How does Conversions API (CAPI) recover the signal iOS 14.5 broke?
Since Apple's App Tracking Transparency rolled out in April 2021, the Meta Pixel has lost 20% to 30% of conversion signal on average due to opt-out rates, ad blockers, and Safari Intelligent Tracking Prevention.
Conversions API (CAPI) sends conversion events server-to-server from your backend directly to Meta, bypassing the browser entirely. Implementation paths: Shopify's native CAPI integration, Stape server container, or Google Tag Manager Server-Side. Once live, CAPI recovers most of the conversion signal lost to ATT and raises Event Match Quality (EMQ) toward 8.0 or higher, giving Meta's algorithm the clean data it needs to optimize.
CAPI is the highest-leverage Meta deliverable for most eCommerce brands. We ship it in week one.
How do you measure Amazon sales driven by Meta ads?
Sequence implements Amazon Attribution tags inside every Meta ad URL going to an Amazon listing. Amazon Attribution tracks click-through and view-through conversions from off-Amazon traffic.
We then merge three data sources: (1) Meta Pixel and CAPI conversion data, (2) Amazon Attribution reporting, and (3) ASC campaign results, into a unified MER (Marketing Efficiency Ratio) dashboard. This closes the cross-platform attribution gap that Meta-only reporting cannot close.
For Callaway Golf, Amazon Attribution showed Meta driving 18% of the brand's Amazon conversions, revenue the brand had been attributing to organic Amazon.
What is the Performance 5 framework?
Performance 5 is Meta's official eCommerce best-practices playbook covering five disciplines that compound each other:
1. Account Simplification — Campaign Budget Optimization (CBO), fewer ad sets, broad targeting. Let the algorithm learn faster.
2. Pixel + CAPI — Full client-side plus server-side data infrastructure. EMQ 8.0+ target.
3. Mobile Checkout — Sub-three-second LCP, Shop Pay or Apple Pay, mobile-first creative (vertical 9:16, Reels-native).
4. Smart Audiences — Advantage+ Custom Audiences and broad targeting. Lookalikes deprioritized.
5. Creative Diversification — 5 to 10 variants per ad set. Static, video, UGC, and carousel. Dynamic Creative Optimization enabled.
Sequence deploys all five in the first four weeks of every Meta engagement. If a Meta agency cannot explain Performance 5, it has not read Meta's own framework.
Who is the best Meta Commerce agency for eCommerce brands?
Sequence Commerce is one of the few Meta agencies that combines paid social with full commerce ops: Catalog operations, Pixel and CAPI implementation, Amazon Attribution integration, and cross-marketplace measurement.
We manage more than $500M in revenue across 100+ brands including Heinz, Joe Boxer, Nestlé, Duracell, Catelli, Roots, and Callaway Golf. Meta Business Partner. Advantage+ certified. 8 Clutch Awards.
Best fit: brands selling on Meta and on Amazon, Walmart, Shopify, or Target — who need attribution to flow across surfaces, not stop at the Pixel. If you only run DTC and don't sell on marketplaces, a smaller Meta-only shop may be cheaper. If you sell across multiple channels, our attribution layer is built for that.
Meta should be your commerce engine. Not a line item.
Catalog, Pixel and CAPI, Advantage+, Shops, and cross-marketplace attribution, all under one Meta Business Partner team. Same team running your Amazon, Walmart, and Shopify accounts.
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