A Shopify store experienced significant discrepancies between actual orders and Meta-reported purchases—250 real orders versus 1,250 Meta purchases—starting February 8th, 2025.
The Problem:
Zero-value purchase events appeared in campaign reports but not in Events Manager’s overall count
Caused inflated purchase numbers and decreased average order value (AOV)
Pixel data accuracy was severely compromised
Proposed Solutions:
One respondent suggested the issue might stem from:
Using Facebook/Instagram apps with technical bugs
Double data layer events pushing duplicate events
Lack of proper deduplication between browser and server-side tracking
They recommended implementing Google Tag Manager (GTM) for more accurate tracking through custom data layers, variables, triggers, and server-side configuration.
Resolution:
Meta’s team identified and fixed a bug on their end caused by a code push between February 8-11, 2025, which was subsequently reverted. The issue resolved without requiring changes to the store’s setup.
Summarized with AI on October 31.
AI used: claude-sonnet-4-5-20250929.
0 value purchase events are appearing against campaigns for many brands, though they aren’t triggered from our end. These events don’t show in the Events Manager’s overall count or sampled activity but appear in campaign reports, causing a spike in purchases and a drop in AOV. In SHOPIFY it shows 250 orders but META Purchases shows 1250.
This issue first occurred on 8th Feb and have been like this since, has anyone faced the same before and any solution to this. Purchases are just getting over attributed and our complete pixel data has been hampered
There could be multiple reason behind data duplication:
If you are using facebook and Instagram app to configure the meta pixel and conversion API. I don’t mean this app is not good but not compatible with all the stores because of technical bugs.
Double datalayer event pushing multiple event to meta pixel
Data not deduplicated when event receiving from browser and server end
These are the possible reason.
To avoid data duplication and ensure tracking accuracy, consider using Google Tag Manager GTM to configure meta pixel and conversion API.
GTM is manual process ensures the maximum event tracking consistency with accuracy.
Configuring via GTM consists of 5 major steps:
Custom Datalayer setup in custom pixel for e-commerce events (view item, add to cart, checkout, purchase, add payment info)
Datalayer variables creation for dynamic event data tracking( currency, value, items, transaction ID, user provided data)
Creation of triggers for each events you want to track
Event Tag creation for each events, assigning the variables as event parameter key value and trigger to fire the tag .
Server container configuration for server side tracking/conversion API
Thanks for the revert, this has been fixed by META team itself, as there was a bug from 8th feb 2025 - 11th feb 2025 from there side due to code push which was reverted.
