How an unexpected issue for Dinovite was identified and addressed to turnaround performance.

Uncovered the hidden culprit declining site and Meta performance: A new consent banner quietly disrupted Meta’s tracking signals, driving up CPAs and confusing performance data.
Aligned teams fast: Structured bridged legal, web, and media stakeholders to balance compliance with marketing efficiency.
Recovered results quickly: Within days of resolution, CPAs normalized and Dinovite’s campaigns were back to peak performance.

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What we found

Background

Dinovite is a pet supplement brand specializing in daily nutrition for dogs and cats. In mid-July, the Structured team noticed an unexpected and unusual spike in cost per acquisition (CPA) across Dinovite’s paid media accounts (most notably on Meta), despite no visible campaign or targeting issues within the platform. This sudden inefficiency risked derailing performance momentum during a key seasonal window, prompting an immediate diagnostic review.

Highlights

The Challenge

Through a combination of platform audits and cross-team investigation, we uncovered several critical insights:

A newly implemented consent banner had been added to the Dinovite website without prior notice to our team.
- The banner allowed users to opt out of analytics tracking, which dramatically reduced signal quality being shared back to Meta.
Initially, site traffic and conversions appeared stable, masking the underlying issue, but as more users declined tracking, Meta’s learning phase was disrupted.
- This signal loss caused Meta’s algorithm to degrade optimization accuracy, resulting in higher CPAs and lower conversion efficiency.

The core compliance driver for the banner was CCPA (California Consumer Privacy Act); however, after reviewing the law and Dinovite’s business model, the client was not legally required to meet the same consent requirements as larger data-driven companies.

Outcome

Within days of removing the banner, account performance began to stabilize and return to pre-issue benchmarks. By early August, Dinovite’s Meta campaigns had fully recovered efficiency, and CPA levels normalized.

No items found.

Building on this made the next step easy

The Structured Approach

Our immediate strategy was to find and confirm the root cause, align legal and marketing stakeholders, and create a remediation plan that balanced compliance with performance recovery.

Collaborative diagnosis: Our point of contact coordinated with Dinovite’s legal team to review privacy requirements and confirm exemptions under CCPA.

Controlled testing: We compared tracked vs. untracked site visitors to quantify the signal loss impact.

Resolution plan: Based on findings, the client agreed to remove the consent banner on July 22nd while maintaining transparent privacy disclosures.

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To ensure a smooth and compliant transition, our team outlined a step-by-step rollback plan and closely monitored platform data in real time. We tracked CPAs, conversion volume, and traffic patterns daily post-removal to confirm stabilization. Additionally, we implemented a new change notification process, ensuring any future site or tagging modifications would be communicated directly to the Structured team before deployment.

Closing thoughts

The incident reinforced the importance of shared visibility between legal, web, and media teams, and highlighted Structured’s ability to identify, diagnose, and resolve complex technical disruptions quickly.

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