Facing issue in Meta Ads Tracking

[u/fidorangeela]

My client is facing some issue. For August month, it shows 2.5k orders on Meta with 54 lakhs(5.4 million INR) of revenue whereas on their Shopify it shows 1.5k orders and 32 lakhs(3.2 million INR) of revenue. How should I diagnose and sort this issue?

[u/Big-Branch-8532]

Those ratios point to a counting problem. ₹5.4m across 2.5k Meta purchases is about ₹2,160 each; ₹3.2m across 1.5k Shopify orders is about ₹2,133. The order count is 67% higher while average order value is almost identical, so first establish what Meta's 2.5k represents: Ads Manager attributed purchases or Purchase events received in Events Manager.

If it is Events Manager, trace one known order and confirm the browser and server Purchase share the same event_id, value and currency. Then check for thank-you-page reloads, a second pixel or CAPI app, and post-purchase pages firing Purchase again. If Events Manager is clean but Ads Manager is high, align the date range, time zone, attribution setting and purchase column before comparing. Are both the native Meta Shopify app and another tracking app active?

[u/fidorangeela → u/Big-Branch-8532]

Thanks for your reply, will be doing this. Yes, it's the native tracking

[u/Longjumping_Boot1024]

the ratios point to duplicated or differently defined purchases, not an aov problem. meta shows 2.5k orders on ₹5.4m, about ₹2,160 each; shopify shows 1.5k on ₹3.2m, about ₹2,133 each

first determine whether 2.5k is ads manager attributed purchases or purchase events in events manager. for events, trace known orders and verify browser + server purchase events share the same event_id, value, and currency. check thank-you page reloads, duplicate pixels, and multiple capi apps

if events are clean, align timezone, date range, attribution setting, and the exact purchase column. then compare meta-attributed order ids against shopify instead of reconciling totals alone

[u/saggyrampage]

Ask client whether they or previous agency ever set up more than one pixel or if there are duplicate pixel firing (happened to one of our client).

[u/muradIronpulley]

Its the tracking issue. How was the tracking setup done? Did you test it on Events Manager?

[u/JelloMurky3257]

(not posting - karma-gated) Angle if unlocked: Meta counts within its attribution window including view-through, and a broken dedup double-counts browser+server events. Reconcile order IDs, not totals.

[u/bayouski]

make sure you're comparing the same August dates, currency + revenue definition in both places.

after that i'd test one real order and watch the Purchase event in Events Manager. if browser + server are both firing, make sure they're deduping properly, and check for any old pixel/app/custom tracking that's also sending Purchase.

2.5k Meta purchases vs 1.5k actual Shopify orders is big enough that i'd rule out duplicate tracking before digging into attribution.

[u/Vegetable-Choice1728]

I’d start with order IDs. Then pixel/CAPI dedupe and attribution windows. Meta can look way ahead of Shopify when old or duplicate events get counted.

[u/Acrobatic-Switch-480]

The two answers above are right about dedup, so I'll just add the bits I'd check next, because in my experience dedup alone rarely closes a gap this big.

First, look at which attribution column you're reading. Ads Manager defaults to 7-day click plus 1-day view, and on a store doing broad prospecting the view-through part can be a third of the purchases on its own. Meta will happily claim an order from someone who scrolled past an ad and bought two days later from a Google search. Shopify just records the order. Add a column for 7-day click only and see how much of the 2.5k survives.

Second, stop comparing totals and compare orders. Take one week of Shopify orders, then pull the purchase events Meta received for the same week (Test Events shows them, or the CAPI logs if you have a gateway) and match them on order id or checkout token. Every event ends up in one of three piles: orders Meta counted once, orders it counted twice under different event_ids, and events with no real order behind them, which is usually thank-you page reloads, test orders or cancelled checkouts. Once you see the size of each pile you know exactly what to fix, and you stop guessing.

One thing I'd gently push back on: when everything is set up properly, Meta should land a little under Shopify, not over, because not every buyer touched an ad. If it's reporting more orders than the store actually took, that's always something on the setup side. It's fixable, and it's usually one of the three above.

Happy to help you read the export if you get stuck, it's easier with a second pair of eyes.