Marketing-related measurements

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Topic summary

Errors in Shopify’s marketing-related measurements despite a seemingly correct Meta Pixel and Conversions API setup. Google Tag Manager (GTM) is recording events properly, but Shopify’s own analytics/marketing metrics show issues. Support from Meta and Shopify point responsibility to each other.

Suspected cause:

  • Possible integration issue between the Facebook & Instagram sales channel app and the Shopify store, rather than problems with event firing via GTM.

Proposed workaround/action:

  • Use a Shopify analytics app to surface accurate tracking inside Shopify Admin. A specific suggestion is AdNabu’s “Meta & Facebook Pixel” app, which tracks events and provides in-depth reports directly within Shopify.

Key terms:

  • Meta Pixel: Meta’s (Facebook/Instagram) tracking code for web events.
  • Conversions API: Server-side event sending to Meta.
  • GTM: Google Tag Manager, used to deploy/manage tracking tags.

Status/outcome:

  • No confirmed fix yet. Root cause within Shopify remains unidentified; a third‑party app is recommended as a practical workaround while further integration checks continue.
Summarized with AI on December 11. AI used: gpt-5.
1

Hello everyone

Although we have set up our meta pixel and API completely correctly, we are getting errors in marketing-related measurements from within Shopify. Although we have discussed this situation with both Meta and Shopify, both of them are passing the ball to each other. We have currently set up the Tag Manager and it is working correctly, but we are having problems with measurements and analytics measurements from within Shopify. What can we do for this, where do you think the error could be?

2

Hey there,

My guess is some integration-related issue between the Facebook & Instagram sales channel app [I am assuming you have it, given other parts seem to function normally] and your Shopify account. I am also assuming that the events are being fired correctly, too, because you got the Tag Manager and that should be recording accurate data.

While this may be a little tricky, it seems like there is a setup issue. This might need more scrutinizing and checking where the problem is; I can recommend a quicker way to display your analytical data on Shopify by using a Shopify app. One that tracks your events and provides an in-depth report is AdNabu’s Meta & Facebook Pixel.

I mean, you can easily evade the issue by using a more streamlined way of tracking measurements. The analytics appear in the app while you’re on your Shopify admin. That way, you can see the marketing measurements on Shopify.

I hope this helps in some way :slightly_smiling_face: !