A large retail advertiser wants to complete a full Meta signal integration across Meta Pixel, Conversions API, and Offline Conversions to improve attribution and campaign optimization before Black Friday. You are the Solutions Architect leading execution across the client, their systems integrator, and Meta internal teams. The core working team is 11 people across solutions architecture, client engineering, marketing science, partner engineering, and the advertiser's martech team.
The project is urgent because the advertiser spends $18M per quarter on Meta ads and has told Meta they will shift budget to another platform if signal quality is not improved in time for holiday campaigns. The target launch date is 14 weeks away, with executive review checkpoints at weeks 4, 8, and 12.
The advertiser's VP of Performance Marketing wants the integration live before holiday planning locks. Their Head of Data Engineering wants minimal disruption to an ongoing warehouse migration. Meta's Account Director wants a launch date the client can communicate to procurement and finance. Meta Marketing Science cares most about measurement quality and event match quality, while Legal and Privacy teams require strict treatment of user data and consent handling.
The approved implementation budget is $220,000, including one external systems integrator. No new headcount can be added. The advertiser can allocate only 4 engineers at 50% capacity. The warehouse migration freezes schema changes during weeks 6-8. Launch must support 8 priority events, 3 regional websites, and one CRM feed for offline conversions. Event deduplication between Meta Pixel and Conversions API is mandatory.