CASE STUDY / QSR

KFC: +5% additional purchases measured with CAPI plus pixel vs pixel alone.

Meta · Web CAPI · Middle East

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THE NUMBER

+5% additional purchases measured with CAPI plus pixel vs pixel alone.

What KFC measured after moving to server-side signals with Datahash.

signals :: kfc

> result kfc
platforms Meta
offering Web CAPI
metric +5% additional purchases measured with CAPI plus pixel vs pixel alone
✓ measured in production

The brand

KFC is one of the largest QSR brands in the world, with a high-volume e-commerce ordering funnel across web and app in the Middle East.

The problem

Browser-side tracking was losing purchase events to ad blockers, browser privacy features, and iOS cookie limits. The paid media team knew Meta was seeing fewer conversions than the business was actually generating, which meant weaker optimization and under-reported ROAS.

What Datahash did

Datahash implemented Meta Web CAPI on Signals, deduplicated against the existing Meta Pixel on event_id, with SHA-256 hashing on customer identifiers and consent flags carried through from the CMP. Setup ran alongside the existing pixel with no downtime.

Results

With CAPI and pixel combined, KFC measured 5% additional purchases compared to pixel alone. Every one of those recovered conversions feeds Meta’s optimization, compounding the effect over time.

Given the upcoming changes to the ecosystem, moving to Conversions API seemed inevitable. 5% additional purchases measured with CAPI and pixel combined, compared to pixel alone.

Sony Nagpal Senior E-commerce Manager, KFC

KFC

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