Fabergé

Closing the attribution gap on a luxury purchase journey that doesn’t end online

Tracking bespoke customer journeys with fully-managed
setup & support

The challenge

Fabergé sells luxury jewellery at prices that make a straightforward ecommerce conversion unlikely.

Customers typically discover products online, spend time in consideration, then either enquire directly with the sales team or visit a physical store to complete a purchase. The transaction is rarely digital end-to-end.

Before Leaf Signal, digital campaigns had no visibility into those downstream steps. Tracking across Meta, Google Ads, and GA4 was missing and inconsistent - Meta’s Event Match Quality scores were low across core ecommerce events, which meant ad platforms were optimising against an incomplete picture of customer behaviour. The further stages of the purchase journey (enquiries, conversations, in-store visits) were invisible to the measurement stack entirely.

Our solution

We began with a deep audit, establishing confirmed baseline values across all key tracking events before implementation. This gave the team a verified starting point against which any improvement could be measured.

From that foundation, we rebuilt Fabergé’s tracking using Leaf Signal. Beyond standard ecommerce events, the implementation included custom tracking for the touchpoints most relevant to Fabergé’s purchase journey: customer enquiries routed through Gorgias (the platform Fabergé uses to manage its bespoke sales process) and in-store purchase events that had previously fallen completely outside digital measurement.

As Fabergé’s measurement requirements develop, Signal’s implementation is maintained and extended to keep tracking aligned with how the business runs. Watcher, Signal’s continuous monitoring layer, flags tracking issues before they materially affect campaign performance or reporting confidence.

The impact

Measured against the audit baseline, Meta’s Event Match Quality scores improved by up to 42.6% across the 5 core ecommerce events - including Page View (+38.8%), View Content (+38.0%) and Add to Cart (+42.6%).

Stronger EMQ means ad platforms receive more accurate customer matching signals from a higher percentage of customer interactions, improving bidding/targeting quality, match rates (and therefore size of retargeting pools) and campaign optimisation, for an audience that doesn’t convert in a single online session.

Tracking across Meta, Google Ads, and GA4 is now richer, more consistent and reliable. More importantly, Fabergé’s campaigns can now measure and act on performance against the events that actually define their purchase journey: a customer reaching out to the sales team or completing a transaction in-store. Marketing activity that previously disappeared into an attribution gap is now visible.

Fabergé now has richer dataflow driving algorithmic bidding and a measurement framework built around how it actually sells - not around the default ecommerce funnel.