Meta - Purchases coming in with no revenue associated

[addisonrogers]

Hi! I work with multiple brands who are running ads on Meta with the goal of driving sales on their direct-to-consumer commerce website that is set up via Shopify. Across a at least 4 of these clients, I am seeing purchases reported in Meta ads manager without any revenue associated. This is obviously not ideal for various reasons.

Our Meta representatives audited the pixel & Conversion API setups and did not find any issues that would cause this, so they believe the issue lies within Shopify.

Does anyone else see this? Why is this happening? How can we troubleshoot / fix this? Thank you!

 

[addisonrogers]

Tacking on a screenshot for clarity. We see this multiple times a month:  

[Shanthi_Vutukur]

Can you please share how did you create and implement the pixels? Like via the Facebook and Instagram app, or was it done manually or via GTM? I will need some more information before I offer any insights. 

Also, the standard event code for purchase will be like this: 

fbq('track', 'Purchase', {value: 0.00, currency: 'USD'}); 

Can you check with your team if the purchase event being fired is similar to this and not passing the actual order value dynamically?

I’m not sure which exact method you're using to create Meta pixels. But if you’re not using a dedicated Facebook pixel app, I’d suggest switching to one. These apps take care of sending accurate data to Meta and also allow you to setup and implement Facebook pixels for your store easily.  

AdNabu’s Facebook pixel app can be a great option to try. The app is free, and you can create unlimited Meta pixels, and accurately track all your conversions and their analytics for multiple events like, purchase, add to cart, etc.  

Hope it helps. 

[addisonrogers]

Hi! The pixel was set up manually, not through a pixel app. We also have the Conversions API connected through Shopify. 

Have you seen this issue before? Is using a pixel app a solution that resolved it? 

[Shanthi_Vutukur]

Yes, errors can happen more often manually. It’s because handling all the pixel code is difficult, and therefore, even if your pixel code has a minor issue, your metrics can be affected. And yes, using a specialized app can help. 

It’s because an app does all the heavy lifting related to the pixel code, implementing it, etc. So, the chances of events not getting recorded or metrics not appearing properly are reduced significantly.

As suggested earlier too, try an app like Nabu for Facebook Pixel. It’s free and can be useful. 

[addisonrogers]

Okay, thank you — we will explore plug-in options and see if that works to remedy this.

[addisonrogers]

Hi there. The issue here looks to be the connection with Shopify for the Meta Conversion API. I'm attaching a few screenshots.

• The first screenshot, "Sampled Purchases Overview," shows all the purchases that were received by Meta within a certain timeframe from both the Shopify Conversion API and the Meta Pixel.
• As you can see, there are many many purchases reported by the Conversion API (connected through Shopify following these instructions exactly) that do not have a URL attached.  I'll call these "No URL".
  • I'm attaching 3 screenshot examples of the parameters that the No URL events are sending—the No URL events from the Conversion API consistently do not include "Value," which points to the Conversion API as the reason we're seeing purchases attributed without revenue associated.
• Lastly, I'm attaching 2 screenshots of how the purchases look when all the proper parameters, including Value, are sent from both the Pixel and Conversion API. 

Please advise on how to troubleshoot this issue with the Conversion API parameters within Shopify.

Sampled Purchases Overview: 

Sampled Purchase 1, Conversion API: 

Sampled Purchase 2, Conversion API: 

Sampled Purchase 3, Conversion API: 

 Sampled Purchase 4, Meta Pixel - Sending Value: 

Sampled Purchase 5, Conversion API - Sending Value: 

 

Thanks!

[addisonrogers]

Hi there. The issue here looks to be the connection with Shopify for the Meta Conversion API. I'm attaching a few screenshots.

• The first screenshot, "Sampled Purchases Overview," shows all the purchases that were received by Meta within a certain timeframe from both the Shopify Conversion API and the Meta Pixel.
• As you can see, there are many many purchases reported by the Conversion API (connected through Shopify following these instructions exactly) that do not have a URL attached.  I'll call these "No URL".
  • I'm attaching 3 screenshot examples of the parameters that the No URL events are sending—the No URL events from the Conversion API consistently do not include "Value," which points to the Conversion API as the reason we're seeing purchases attributed without revenue associated.
• Lastly, I'm attaching 2 screenshots of how the purchases look when all the proper parameters, including Value, are sent from both the Pixel and Conversion API. 

Please advise on how to troubleshoot this issue with the Conversion API parameters within Shopify.

Sampled Purchases Overview: 

Sampled Purchase 1, Conversion API: 

Sampled Purchase 2, Conversion API: 

Sampled Purchase 3, Conversion API: 

 Sampled Purchase 4, Meta Pixel - Sending Value: 

Sampled Purchase 5, Conversion API - Sending Value: 

 

Thanks!

[addisonrogers]

@Shanthi_Vutukur Bumping the above^!