Facebook Pixel - Purchase & Add to Cart

padwanshoopyfy
Tourist
10 0 1

This problem is addressing Facebook Pixel tracking. The Pixel is installed with the partner integration of Shopify. The theme is Prestige by Maestrooo version 4.6.3. We are using the Cart Drawer.

We are having two main problems which are the purchase event and the add to cart. You will find tables to underline our problem. In this table, I will compare
1. Shopify data
2. Facebook Ads Manager data and
3. Facebook Pixel data
(The Facebook Pixel data is normally always a bit higher than the Ads Manager data as it will track all Events on the viewed time frame while some of these events will date back to ads which are in the past and not in the viewed time frame).

Purchase Event:

It seems like the Facebook ads manager is tracking the purchases correct, but the Facebook Pixel is tracking URL’s like:

https://aavaswim.com/

https://aavaswim.com/27

https://aavaswim.com/collections/shop-all/products/frankie-crop-top-bikini

https://aavaswim.com/products/imogen-crossover-one-piece-1?variant=_removed_

https://aavaswim.com/27140325420/checkouts/6d33b2299902eb9e578296a943e0c08d
Additional to the normal and correct purchase conversions which should be/ is a URL link with thank_you inside. 


Also, See Screenshot 1
Does anybody have the same problem, experience with this issue?

I guess that these wrongly tracked Purchase conversions are not transferred to the ads manager itself, but still, it would be good to have a clean Pixel Purchase tracking.

Add to Cart Event:

This one is much more complicated and needs some more explanations. To refresh your memory we are using the Prestige theme by Maestrooo version 4.6.3. We are using the Cart Drawer.

Throughout 3 shops with the prestige theme version 4.6.3 (drawer cart) I can see an overreporting of ads to cart when you compare your Facebook data and Shopify analytics. Another shop with the Ella theme (no drawer cart) as well is facing the overreporting of add to carts. This overreporting can be from 10% - 100% more adds to cart in Facebook then in Shopify (simply not possible).

Since March the adds to carts changed for one shop completely. It went from slightly overreported add to carts in Facebook to heavily underreported add to carts.
See Screenshot 2.

This underreporting also results in us having some ads in the Facebook ads manager which are having more purchases than adds to cart (we don’t have a direct checkout -> customer needs to put it into the cart first).
See Screenshot 3.

Does anybody have experience with this issue?

Please note:
1. Traffic on this website is coming nearly 100% from Facebook Ads.
2. Yes there was a problem with prestige theme version 0 with the ajax script and the cart drawer, but I
a.) spoke to them (they say it is fixed)
b.) the other shops with the same theme and the cart drawer are not underreporting
c.) the shop with the Ella theme is also slightly over-reporting adds to cart like the others
3. Shopify Plus support is in the loop and we are trying to solve the problem by locking back to the 20th of march and what changes we did there.
4.) If you are wondering why I am presenting data from February to April for the adds to cart in the screenshot 2 and data from today 14.05 in screenshot 3 here is the explanation:
After identifying the problem we tried a lot of different things with the pixel (like manually installing it). This didn’t work out which is why we are back on the Shopify partner integration for the Facebook pixel since 12.05

 

Screenshot 1 - Purchases are also tracked with no thank-you pagesScreenshot 1 - Purchases are also tracked with no thank-you pagesAdd to Carts switch from slightly overreporting to heavily under reportingAdd to Carts switch from slightly overreporting to heavily under reportingAds Manager 14.05.2020 - More pruchases than add to cartsAds Manager 14.05.2020 - More pruchases than add to carts

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Your last screenshot shows add to carts being less than purchases is cut off. But a quick tally of each shows purchases is not more. However, they are very close which is a problem given you'd expect something closer to the industry average of 30% purchase to ATC ratio. What about a slightly longer time period with data that gets to accumulate over time like the past 7 days?

I'm guessing the issue with the Purchase event you pointed out is the Purchase event is triggered on those URLs you shared? I'm not convinced what you say is what's going on. You included a URL of https://aavaswim.com/27 but it looks like this is the displayed and shortened version of the URL as per your screenshot 1.

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padwanshoopyfy
Tourist
10 0 1

Hi Josh, 

the last Screenshot was only to demonstrate that we are having more purchases than add to carts on some ads. 
I am now having another question: 
Besides these two events: Add to Cart & Purchase we installed two custom events which are trying to track the same, but better. 

The Custom Purchase is tracking a bit more accurate and more importantly is not over-tracking, what the partner integration purchase event did.
The Custom Add to Cart tracks much more than the Shopify Add to Cart tracks which lead me to my question: 

Shopify is stating: 
Added to cart: Number and percentage of sessions in which shoppers added one or more items to their shopping carts.
-> In my understanding this would mean that Shopify only tracks one add to cart even if a person added multiple products to the cart in his/her session. 

The answer from the Shopify Plus Support is the following: 
The answer to your question is that Shopify only tracks the add to cart event for conversion funnel with 1 product. The only other item I could find on the subject was this guide which talks about cart objects.

So I guess I am right in how I understand it. This would lead to the point that Facebook Add to Carts are always more than Shopify as Facebook is tracking all Add to Carts (excluded Add to Carts you are doing twice on the same URL (here you would need a timestamp to track the second add to cart, e.g. other size or color)), while Shopify only reports one Add to Cart per Session. 

Does anybody else has experience with this or could have a look into his Shopify Analytics and compare the Add to Carts with the Facebook Pixel Data? 
Cheers, 
Hannes




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