What this guide helps you understand
When Shopify and Meta disagree, the problem is not always the campaign. The numbers can split because of tracking gaps, missing Conversions API events, attribution windows, catalog issues, consent settings, or broken ownership behind the scenes.
This guide helps you check the infrastructure layer before you spend more money trying to fix ads that may not be the real issue.
You will learn
- Why Shopify and Meta rarely match exactly.
- Which differences are normal and which are warning signs.
- How Pixel, CAPI, consent, and attribution affect reported sales.
- What to document before asking an agency, freelancer, or Meta support for help.
Use this before you change settings
If the gap suddenly changes, purchase events disappear, or Meta reports more purchases than Shopify recorded, pause before changing campaign settings. The cleaner move is to document the gap, check the connected assets, and diagnose the infrastructure first.