How to fix Shopify conversion tracking issues with Meta ads

Shopify Discussion
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Topic summary

A Shopify store owner is experiencing attribution issues where Meta ad conversions are showing as “Unknown” or “Direct” in Shopify analytics, despite clearly originating from Meta paid channels. This began approximately 7 days ago, following several changes: Meta’s deprecation of native shop transactions, a store disconnect/reconnect with Meta, and updated UTM structures.

Likely causes identified:

  • Pixel & CAPI sync problems after reconnecting Meta to Shopify, potentially creating duplicate events or missing deduplication
  • UTM parameter loss during checkout due to privacy filters (iOS/Safari), redirects, or domain mismatches stripping tracking parameters
  • Meta-Shopify integration bugs stemming from the recent platform changes and channel reconnection

Recommended troubleshooting steps:

  • Verify only one Meta pixel is connected in Shopify settings (Settings → Apps & sales channels → Facebook & Instagram)
  • Enable “Maximum” data-sharing and confirm CAPI is properly configured
  • Test UTM parameters to ensure they persist through checkout
  • Run test purchases using Meta’s Test Events tool
  • Contact Shopify support to check for API token issues

Key limitation: Historical data cannot be retroactively re-attributed in Shopify once source data is lost.

Multiple respondents confirm this is a widespread issue affecting many merchants following Meta’s recent platform changes. Third-party attribution tools like Triple Whale, Elevar, or NestAds are suggested as alternatives for more reliable tracking heading into BFCM.

Summarized with AI on October 24. AI used: claude-sonnet-4-5-20250929.
1

Hey everyone. I’m stumped.

About 7 days ago, my Shopify store stopped recognizing conversions from Meta. It is clear in the conversion tracking where it will say Unknown or Direct on Shopify but I can see clearly happened in Meta Paid channels. This doesn’t always appear to be from the same ad as far as I can tell although I need to confirm that. I read that Meta deprecated the native shop transaction and is starting to drive all traffic to Shopify stores. I planned for that and changed all campaigns to be website only in August. I recently also changed all UTM structures. Finally, our Shopify store was disconnected from Meta and we had to reconnect it.

Has anyone else experienced this? And is there a fix? It looks like my digital marketing tanked this month when in fact it was our best month ever. And I really want that to be reflected in the analytics both looking back and heading into BFCM.

ChatGPT made it sound like this was a common Shopify attribution issue right now because of the changes being made at Meta. I’m hoping someone can help. Please let me know!

:grinning_face_with_smiling_eyes:

2 Likes
2

Hello Amy,

From your description (Meta disconnect, UTM changes, and the timing), a few things might be contributing:

  1. UTM Parameter Updates – If UTMs were recently changed but not uniformly applied across all ads or campaigns, it could lead to Shopify showing “Direct” or “Unknown” sources, even though Meta sees the conversion.

  2. Pixel & CAPI Conflicts – After reconnecting Meta, it’s possible that either the pixel wasn’t fully restored, or CAPI (Conversions API) is firing without deduplication in place. This can confuse attribution on both ends.

  3. Meta-Shopify Integration Bugs – There have been reports of pixel and CAPI setups breaking after reconnection. It’s worth checking Shopify’s Settings > Customer Events, and also verifying Meta’s Events Manager for discrepancies or missing signals.

You might also want to:

  • Run a test conversion and track its journey in Meta and Shopify

  • Cross-check time stamps on conversions in both dashboards

  • Check for any recent changes to cookie/caching behavior from your theme or third-party apps

Hopefully Shopify and Meta get better synced ahead of BFCM , but in the meantime, auditing UTMs, pixel/CAPI signals, and attribution windows can give you some clarity.

kindly let me know if this works or you encounter any complications

3

Hi @AmyStettler :waving_hand:,

You’re definitely not alone — a lot of merchants have seen Meta → Shopify attribution gaps in the past few weeks, especially after Meta deprecated the “Shop” checkout and shifted more traffic back to store websites.
Here’s what’s likely happening and what you can do:

:magnifying_glass_tilted_right: What’s Causing the Mismatch

  1. Meta Pixel vs. CAPI (Conversions API) Drift

    • If CAPI isn’t set up or syncing correctly, Meta counts the sale but Shopify shows it as “Direct / Unknown.”

    • This often happens after disconnecting/re-connecting the Meta channel in Shopify.

  2. UTM or Click-ID Loss

    • If a redirect, privacy filter (Safari/IOS), or checkout domain mismatch strips the fbclid or UTM tags, Shopify analytics can’t tie the order back to Meta even though Meta still claims the conversion.

  3. Meta-Shopify Channel Reset

    • When you re-connected the sales channel, your Pixel/CAPI token may have reset or duplicated, breaking the attribution link mid-flight.

  4. Recent Meta Updates (Aug–Sept)

    • Meta’s move away from “Shop” checkout disrupted some attribution logic; reporting discrepancies are higher than usual.

:hammer_and_wrench: Steps to Fix / Troubleshoot

  1. Re-check the Meta Pixel & CAPI Setup

    • In Shopify admin → Settings → Apps & sales channels → Facebook & Instagram → Data sharing

    • Make sure “Maximum” data-sharing is enabled and you see only one pixel connected (duplicates often cause this issue).

  2. Verify Domain for Web Events

    • In Meta Business Manager → Brand Safety → Domains

    • Ensure your primary Shopify domain (not the myshopify.com) is verified and that events are assigned to it.

  3. Inspect Event Match Quality

    • In Events Manager → check the Server-Side (CAPI) events for match quality and make sure they’re not dropping or being rejected.

  4. Check UTM Parameters

    • Make sure all your ad URLs still carry your UTM structure and that your checkout domain (Shopify → Settings → Domains) matches so UTMs aren’t lost during checkout.

  5. Test a Purchase

    • Use Meta’s Test Events tool to confirm if purchase events fire and appear in both Meta and Shopify after reconnecting.

  6. Contact Shopify Support if Still Broken

    • Since you recently disconnected/reconnected, Shopify support can check for old token remnants or broken API events on your store’s back-end.

:bar_chart: For Historical Data

Unfortunately, Shopify can’t retroactively re-attribute orders once the source data is lost — but getting the pipeline fixed now ensures Q4/BFCM tracking is accurate going forward.

Quick tip: Many brands also use a third-party attribution tool like Triple Whale, Elevar, or Northbeam to cross-check and fill in gaps during periods like this.

You’re doing the right thing by checking it early — hopefully this helps you restore accurate reporting before peak season.

5

Hi @AmyStettler, yeah you’re definitely not alone here. Meta has been shifting everything away from “shop transaction” reporting, and a lot of Shopify stores are seeing conversions show up as “Direct/Unknown.” Usually it’s a mix of UTM data not carrying through checkout + pixel/CAPI sync issues after reconnecting Meta.

A couple of things worth checking:

  • Make sure your Meta pixel + Conversions API are both firing correctly in Events Manager.

  • Test your new UTMs. If they break, Shopify defaults the source as Direct.

  • Check if you’ve got duplicate events firing (browser + server) without deduplication, since that causes mismatches

This is a pretty common headache right now, but the good news is your ads are driving sales, it’s mostly attribution getting messy. If you want something more reliable before BFCM, I’d recommend trying NestAds. It handles server-side tracking and feeds cleaner data back to Meta so you don’t lose visibility when Shopify/Meta attribution breaks down.