Your Meta Ads might be generating sales that your tracking setup isn't reporting correctly.

For Shopify brands, using Meta Pixel and Conversions API (CAPI) together doesn't automatically guarantee accurate tracking.

Common issues include:

Duplicate purchase events due to incorrect deduplication

Missing purchase events

Incorrect purchase values or currency

Poor event matching

Before changing campaigns or increasing budgets, I'd check:

1/ Test browser and server events in Meta Events Manager. 2/ Verify event IDs and deduplication. 3/ Compare Meta-reported purchases with Shopify orders, accounting for attribution differences. 4/ Check purchase values and currency parameters.

Meta and Shopify numbers won't always match exactly. The goal is reliable tracking, not identical reports.

Before scaling Meta Ads, make sure your conversion data is reliable enough to guide your decisions.