Paid Social Ads Driving Book Sales With Meta Conversion Ads & TikTok Shop Ads

About Anicca Digital & Books2Door

  • Anicca Digital: Established in 2007, based in Leicester, offers comprehensive digital marketing services. One of the clients is Books2Door, who they have worked with since 2019
  • Books2Door: Founded in 2004, sells discounted books, with a significant revenue boost since partnering with Anicca in 2019.

Key Challenges

  • Low Conversions: Social media platforms generally generate low traffic and conversions.
  • iOS 14.5 Impact: Privacy changes hinder tracking and ad performance.


  1. Server-Side Tracking & Meta Conversion API:
    • Implemented server-side tracking using the Elevar Shopify plugin to improve Facebook ad performance.
    • Resulted in significant improvements and multiple awards in 2023.
  2. TikTok Ads:
    • Transitioned from TikTok conversion ads to TikTok Shop ads, boosting monthly revenue by 20%.
    • Achieved high Return on Ad Spend (ROAS) of over 5:1 within five months.


  • Server-Side Tracking & CAPI: Essential for overcoming privacy challenges and enhancing ad performance.
  • TikTok Shop: Effective for e-commerce, leveraging TikTok’s ad platform and influencer network.


Get in touch.
Let’s talk.

0116 254 7224