DTC Podcast Ep 535: Ashvin Melwani On How Obvi Fixed Meta Pixel Poisoning and Recovered Ad Performance
Aug 18, 2025
Ashvin Melwani, Co-founder and CMO of Obvi, dives into the hurdles faced by health brands on Meta after their ad performance plummeted. He discusses fixing Meta Pixel poisoning using server-side tracking and adapting strategies to align with Meta's Andromeda AI update. The conversation highlights the critical metrics for diagnosing ad performance issues and how creative testing with broader variations can drive success. Ashvin also shares insights on leveraging TikTok for brand visibility and boosting Average Order Value through innovative product bundling.
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Sudden Health Flag Crippled Performance
- Obvi's ad account was suddenly flagged under Meta's health and wellness restrictions and performance collapsed overnight. Ashvin Melwani traced the drop to a sharp decline in landing page view ratio that began the day the account was flagged.
Upgrade Pixel To Server-Side Tracking
- Do not rely on the default Shopify→Meta pixel integration as your only tracking solution. Use server-side tracking partners (Ashvin used Upstack) to send only relevant events and avoid suspicious data that gets deprioritized.
Boost AOV To Absorb Higher CAC
- Raise average order value to afford higher CAC when platform costs climb. Obvi bundled top products into a kit to lift AOV from $65 to $100 so they could sustain increased spend.
