Facebook pixel firing but Ad not tracking the purchase event?

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Topic summary

Main issue: Facebook Ads report only 2 Purchase events while Shopify’s Conversion summary shows many more orders coming from Facebook. The Facebook Pixel appears correctly installed via the Facebook & Instagram app on Shopify; Facebook shows conversion events, and the Purchase event fires in test orders verified with the Facebook Pixel Helper.

Key details:

  • Facebook Pixel (tracking code for website events like Purchase) is connected and firing.
  • Shopify’s Conversion summary indicates higher Facebook-attributed orders than Facebook Ads reports.
  • Facebook Pixel Helper (Chrome extension) confirms Purchase event fires on tests.

Advice given:

  • Re-check Pixel setup and use Facebook Pixel Helper to verify events are firing and visible in Facebook.

Status and outcomes:

  • No concrete resolution provided; suggestion largely repeats checks the poster already performed.
  • Tracking discrepancy between Shopify attribution and Facebook Ads purchase reporting remains unresolved.

Central terms:

  • Facebook Pixel: code that tracks events for ad attribution.
  • Purchase event: conversion fired on checkout completion.
  • Shopify Conversion summary: report showing where orders originate.

Open question: Why Facebook Ads undercounts purchases despite the Pixel firing and Shopify attributing more orders to Facebook.

Summarized with AI on February 4. AI used: gpt-5.
1

I am having issues with the Facebook Ad event tracking.

I installed and configured/connected the Facebook & Instagram app on my Shopify shop and the pixel is setup correctly (it shows conversion events on the pixel on Facebook) and the Purchase pixel is firing on test orders (using Facebok Pixel Helper chrome extension).

The problem is however that the Ad only shows 2 Purchase events when in fact that number is much higher as a lot of our orders are coming from Facebook according to Shopifys “Conversion summary”.

Does someone know why this is happening and how it can be solved? Because it’s impossible to keep track and test different type of ads if the tracking is wrong.

1 Like
2

Hello @Tenence ,

I’m Gina - Product Manager at flareAI. flareAI has helped Shopify stores generating $5 million in sales from Google Search, on autopilot.

If it’s helpful to you, please let me know by giving it a like or marking it as a solution.

Can you double-check whether the Facebook Pixel is correctly set up?

If it is set up correctly you would be able to see your store events on Facebook.

You can use Facebook Pixel Helper Extension to check whether it is working or not.

If you found the answer helpful consider supporting the Shopify Community by giving it a Like + Accept the solution.

Gina
flareAI