Meta ads tracking draft orders on Shopify

[Haciéndola]

Hey all, so here's a problem I've been having for some time.

We have a campaign on Meta created on October 22nd. According to Meta's platform, a day after, on October 23rd of this year, the ad generated 27 conversions. However, this is incorrect, as our Shopify website only registered 7 actual payments on the same date. As it was created on October 22nd, it doesn’t appear to be an attribution setup issue on Meta. The only difference in Shopify is that manual sales were processed as Draft Orders this day, which are created directly in Shopify without any link to Meta. We suspect that these Draft Orders are somehow being included in Meta Ads reporting, as they seem to be passing from Shopify, leading to highly inaccurate data. We've noticed that other Shopify stores are experiencing the same issue.

[corgicoding]

same issue here, seems many people met the issue recently 

https://www.reddit.com/r/FacebookAds/comments/1fuah1f/draft_orders_on_shopify_tracking_as_facebook_a...

[Sam_Mahmud · Accepted solution]

Hello Haciendola,

Thanks for your query.

The way you configured the purchase tracking is not correct. Maybe data is duplicated in the pixel event manager. 

For accurate data tracking, there is no alternative to Google Tag Manager GTM. without GTM configuration you can not increase the event match quality.

furthermore GTM enables us to send data from browser/client and server end for maximum data tracking.

The reason I am recommending GTM, Many of my clients had the same issue and I configured meta and google ads through google tag Manager event tags. the result is very satisfying. 

for ref; check out the attachments. 

feel free to reach out if you have any questions.

or

if you want to discuss more don't hesitate to send me a PM.

Thanks

[Ellisc]

To continue on with this at a micro level as opposed to a macro level, I've seen the same thing.

I've identified on a day when a single order was processed (a draft order), that Meta claimed it as an attributable sale using a 1-day view attribution method. 

Now this seems sneaky. As the order was put through manually for a customer over the phone, the customer had no agency in the transaction. Their business email and phone number was included in the draft order details.

My question is, what of the below appears to have happened?

1. Meta is being sneaky and over-attributing for an order that it can not reconcile to an actual user via the pixel?

2. Meta has been smart enough to take the email and/or phone detail of the customer from the draft order, correlate it to a Meta account via the pixel, and identify that they viewed an ad on the same day?

3. Meta has tracked the owner of the business, who put the draft order through, via the Meta pixel as seeing an ad the same day the order was put through?

Any help appreciated. 

[nickemery]

It sounds like the issue could be related to how Draft Orders are being tracked and reported in Meta Ads. Since Draft Orders are created in Shopify without a direct link to Meta, they might still be getting counted as conversions in Meta's reporting. This can lead to discrepancies between your actual sales and Meta's reported conversions. You might want to double-check your integration settings and ensure that Draft Orders are excluded from the conversion tracking, or reach out to Meta support for further clarification.