If Meta and Shopify disagree on how many purchases you had, every decision Meta makes about your budget is built on the wrong number. I audit the Pixel, the Conversions API and the Shopify setup myself, fix what's broken, and show you which number to trust. The audit is $300 USD, fixed: a written fix list and a recorded walkthrough within 3 business days of access. See pricing.
| Area | What I check |
|---|---|
| Event sources | Every place a Meta event is sent from: Shopify's Facebook & Instagram channel, third-party tracking apps, theme code and Google Tag Manager. More than one source for the same event is the most common cause of double counting. |
| Deduplication | Whether browser and server purchase events share the same event name and event ID, which is how Meta deduplicates Pixel and Conversions API events. |
| Event match quality | The customer information sent with each event (such as email, phone and click ID), which decides how many purchases Meta can tie back to a person who saw your ad. |
| Purchase data | Values, currency and content IDs on purchase events, checked against real Shopify orders with a test purchase. |
| Meta vs Shopify | Purchases in Ads Manager reconciled against Shopify orders for the same days, with attribution windows and view-through conversions accounted for. |
| The rest of the stack | GA4 and Google Ads conversions, so every platform is counting the same thing. |
The step-by-step version of these checks is in How Do I Connect Meta Ads to Shopify Using Claude?
A written, prioritized fix list with the evidence for each problem, the change I recommend, and how we'll measure whether the fix worked. The fixes themselves are done by me in your Events Manager and Shopify admin. You also get a plain answer on which purchase number to use for decisions from now on.
Access: the audit needs view-level access only, granted as a partner through your Meta business portfolio and as a staff account in Shopify. I never need your passwords or billing permissions. Edit access comes later, only for the fixes you approve, and you can remove it at any time.
Tracking is often only part of the problem. Fixing it makes your reporting honest; it won't fix weak creative, an offer that doesn't land or a store that doesn't convert. If the audit shows one of those is the bigger issue, I'll say so. How I handle the rest of the account is under Meta ads for Shopify.
At Shift, I rebuilt tracking from scratch, including the Pixel, Conversions API, server-side events and UTMs, after two previous agencies had left it fragmented. Store revenue grew 300% in 30 days. At MaxPro60, I set up a clean Pixel and server-side tracking before launching anything, so the campaigns optimized toward real purchases from day one.
Zero-nicotine lifestyle pouches
Took over ads, tracking and lifecycle for a zero-nicotine lifestyle pouch brand that two prior agencies had left fragmented, and grew total store revenue 300% in 30 days.
Luxury human hair brand
Rebuilt email automation and paid ad creative for a luxury hair brand, growing email revenue 183% and cutting customer acquisition cost 38%.
Topical comfort product
Set up Meta ads from scratch for a topical product where ad copy has to stay inside strict claims rules, then took the account through to purchase conversions.
Meta campaigns delivering purchase conversions in a category with restricted claims.
Some difference is normal: Meta counts purchases within its attribution window, including some after someone only viewed an ad, and Shopify counts orders. A large or growing gap usually means duplicate events, missing server events or wrong purchase values, which is what the audit finds.
Compare Meta's purchases with Shopify orders for the same days, and check Events Manager for more than one source sending the Purchase event. If the Pixel and Conversions API don't share an event ID, Meta can count one order twice.
Yes. Browser-only tracking misses purchases blocked by browsers, ad blockers and privacy settings. The Conversions API sends events from the server, and with deduplication set up correctly, Meta keeps one copy of each purchase.
The Meta ads and tracking audit is $300 USD, fixed, with a written fix list and a recorded walkthrough within 3 business days of access. Fixes after the audit are $75 USD an hour, or included in monthly management from $689 USD a month for Meta and Google together.
Yes. I make the changes in your Events Manager, Shopify admin and tracking apps myself, with access you grant and can remove at any time.
View-level access only: partner access through your Meta business portfolio, and a Shopify staff account. Never your passwords or billing permissions. Edit access is only needed later for fixes you approve.
A free 30-minute call. Bring your ad account and Shopify numbers if you can. You leave with a short list of priorities, whether or not we work together.