Add to cart and Purchase not getting attributed to Meta Advert

[smjwall]

We have recently launched a new Meta campaign and we have seen some good sales, mainly from new customers who have been engaging with our ads, but very few purchases or add-to-carts have been attributed to an ad.

GA4 records 51 add-to-carts, but only 5 have been attributed in Meta Ads Manager (3 of which were me running tests). GA4 records 23 purchases but with only 3 attributed to the ads. 

We have run the campaign three times now to see if that would resolve the issue, but the same thing happens every time. Good sales numbers, but little or zero ad attribution.

I understand a huge number of people have opted out of mobile device tracking since IOS 14, so there will be some lost tracking, but from the experts I have spoken to we should be getting much larger advert attribution. We also have Zapier offline conversions set up, but this hasn't added any additional data. The only conclusion I can make is that there is an issue with the way the Pixel (which I have reinstalled twice now) and Meta connection is sending data from Shopify. 

our site: eymnaturals.com

We are using the Switch, Cascade Shopify theme.

We have added a gift wrap and gift message app (Wrapin App) with a customer code to the pop-out cart, but I'm not sure if that would affect anything.

Any help would be greatly appreciated as we are currently burning money on ads that may not be converting and we are unable to scale any the ads that are working.

[DivyanshS]

There will be probably a mismatch of data on Facebook as well as on Google. You should not compare both of them. The only thing you should check is go to Facebook Business Manager > Events Manager and see if the conversion quality is good and both of the streams (online and conversions API) are sending data.

There will always be a mismatch of data, because the events fire randomly especially after iOS 14 so don't focus on the events but focus on the quality of them. 

Regarding scaling, just scale based on the existing data that you have. CPC, CTR and the ROAS. Your ads are good though. Also just a tip: Make sure you're using Google Shopping Ads (if not done already)

[smjwall]

Hey @DivyanshS , thanks for your reply. Unfortunately, the issue is that although we have seen a decent spike in sales from our ads, they haven't been attributed to our ads. Meaning that we have no ROAS data (only CPC and CTR) in Ads Manager. As a result, we don't know which of our multiple ads to scale and which ones to turn off. 

[DivyanshS]

Hmm! That makes sense. Can you re-link the pixel and see if that helps?

Also can you use Facebook Pixel Helper extension to see if the pixel is firing correctly. Moreover you can also have UTM tags in the ads so that you can see the sales attribution in the Shopify dashboard (until the issue gets resolved).  

[smjwall]

I have relinked the pixel three times and ran Meta Pixel Helper and the Testing tool in Events Manager and everything seemed to be firing and working fine. I also have UTM tags in all the ads. So a bit stumped.  

[DivyanshS]

Did you check if they are actually coming from the ads? (using the UTMs)

[smjwall]

We have just assumed that they are from the ads as they are from new customers, can you track a purchase directly back to an ad? How would I do that?