How Square Signs used Make to improve Meta ad performance and cut wasted spend

• Industry: Signage Production & Printing

• Use case: Lead Generation & Management

• Country: USA

• Company size: 51-100 employees

• Apps used: Facebook Conversions API, OpenAI (ChatGPT, Whisper, DALL-E), DeepSeek AI

Square Signs is a US-based printing and signage company providing on-demand custom signage for businesses nationwide. Combining its e-commerce platform (Square Signs) with custom manufacturing services, the company helps customers design and order signs entirely online.

Arman Danielyan, CEO of Square Signs, explains how his team used Make to quickly connect the Facebook Conversion API (CAPI) with their website data, enabling accurate conversion tracking and more effective ad optimization across Meta platforms.

“Facebook Conversions API is essential for any online business. With Make, we set it up in just 10 minutes, and Meta can now validate all our conversions.” 

Arman Danielyan, CEO of Square Signs

The challenges

Before implementing the Facebook Conversions API, Square Signs relied solely on the Facebook Pixel to track ad performance. However, this didn’t always track events accurately and made it hard to see which campaigns were working and which ads were actually driving sales.

• Browser privacy updates in Chrome, Safari, and iOS blocked third-party tracking scripts.

• Pixel-only tracking meant Meta couldn’t match many website conversions.

• Incomplete conversion data led to unreliable reporting and wasted ad spend.

The solution

Square Signs used Make to connect Meta’s Conversion API quickly and without any coding.

The company was already using Make to automate core parts of its business, from order processing and accounting to production tracking. These simple but powerful workflows helped the team handle 10x more orders with the same staff, so they were confident Make could also improve their ad performance. By adding Facebook Conversions API through Make, Square Signs started sending conversion data directly from their server to Meta, bypassing browser blocks and restoring full visibility into which campaigns were actually driving sales.

What Square Signs did

Make’s webhooks and HTTP modules made it easy to connect their website’s order data directly to Meta.

They set up an automated workflow where:

• A webhook triggers whenever a new order is placed online

• Make sends structured conversion data straight to the Facebook Conversions API endpoint

• Meta receives validated events for accurate tracking and ad optimization

“All our order data already flows through Make. Adding Meta integration was as simple as connecting one more module.”

Arman Danielyan, CEO of Square Signs

The results

• 70%+ event match rate achieved, meeting Meta’s target for accurate conversion tracking.

• Reliable ad data that allows Meta to optimize campaigns for higher conversions.

• Ad spend is now directed toward proven outcomes.

• Setup completed in under 10 minutes, with no developer time or code required.

From marketing data to AI innovation with Make

Square Signs chose Make for its speed and the visual interface. It allowed them to connect the Facebook Conversions API with their existing systems in minutes, without disrupting operations.

Make is now central to the company’s digital operations, supporting both digital marketing and business process automation.

Square Signs is currently experimenting with AI-powered automations in Make, using tools like OpenAI and DeepSeek to analyze customer service performance and create programmatic landing pages.

“Make has become a necessary business tool for us. Even when we test new platforms, we first check if they integrate with Make.”

Arman Danielyan, CEO of Square Signs