Overview
Shotgun.live is a B2B2C ticketing platform specialising in electronic music and festivals. With more than 3,000 partner event organisers and $9.5M in funding, it is a major player in its sector. The platform operates internationally and handles complex conversion flows connecting organisers and festival-goers.
The problem
When I stepped in, Shotgun's tracking system was fragmented across several platforms. The Meta, TikTok, Snapchat and Spotify pixels needed reconfiguring, the Google Ads tags needed completing for attribution, and the Meta Conversions API (CAPI) needed to be made fully functional to make server-side events reliable: foundations to consolidate for dependable campaign optimisation and a readable return on ad spend.
Objectives
- Audit every advertising pixel and tag
- Fix the Meta CAPI configuration
- Validate the multi-platform tagging plan
- Make conversion data reliable end to end
What I did
- Detailed audit of the Meta, TikTok, Snapchat and Spotify pixels
- Full audit of the Google Ads and Google Analytics tags
- Diagnosis and repair of the Meta Conversions API
- Wrote a complete, corrected tagging plan
- Ran the US Meta Ads campaigns during the engagement
Results
Business impact: Shotgun now has a reliable, transparent tracking system covering every advertising channel. Conversion data is transmitted correctly through Meta CAPI, enabling audience and bid optimisation inside Meta Ads. The documented tagging plan gives internal teams and future partners a single source of truth for analytics and attribution.