Meta has 2-3x times purchases - Shopify data in meta is wrong and i need help to fix it

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Topic summary

A Shopify store owner is experiencing significant data discrepancies between Meta (Facebook) and Shopify analytics. Meta’s Partner Integration reports 325 purchases over 7 days, while Shopify shows only 190—indicating roughly 70% overreporting.

Key Technical Details:

  • Both browser pixel and server-side tracking (CAPI) are active and showing aligned data in graphs
  • Deduplication appears to be failing despite automatic checks being enabled
  • Event test screenshots show proper pixel configuration and firing

Suspected Root Cause:
The consensus points to improper Conversion API (CAPI) setup causing duplicate event reporting. When both browser pixel and CAPI track the same conversion without proper deduplication, Meta counts them twice.

Proposed Solutions:

  1. Reconnect the Facebook & Instagram app and conduct test purchases
  2. Switch to Google Tag Manager (GTM) for manual tracking setup to ensure accuracy
  3. Use specialized Shopify apps (like Facebook Pixels by AdNabu) that handle deduplication automatically

The issue appears common among Shopify merchants using the native Facebook & Instagram sales channel app, with technical bugs in the app cited as a contributing factor.

Summarized with AI on October 30. AI used: claude-sonnet-4-5-20250929.
1

hello there, using shopify and facebook app. i have a lot of information to share to help you guys help me fix my problem with overreporting of my data in meta.

partnerintegration in meta shows: 325 purchases in the last 7 days. i just had 190.

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my shopify setup is correct as it seems with the correct pixel id

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my graph shows both browser and server in line. seems like deduplication is not working?

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automatic check is active

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meta pixel helper:

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bieco_spielware_4-1743513015602.png664×890 47.8 KB

and in event tests i get this:

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i am totally lost now. anyone some ideas?

2

Conversion API (CAPI) & Pixel Mismatch: If both are active, they might report the same conversion twice. Ensure one is disabled or deduplicated in your Shopify settings.

how can i find this out? many thanks

3

Hi Bieco_spielware,

Thanks for your query.

The Reason Behind events are getting duplicated:

  1. Technical Bugs from facebook and Instagram APP.

  2. Conversion API has not been configured properly.

  3. Datalayer event issue

  4. Event from multiple website.

As you are using facebook and instagram APP you have nothing much to do . It is common issue for many of store owners that .

Reconnect the app and do some test purchase.

If the issue still persists, consider using Google Tag Manager GTM to integrate meta pixel and the conversion API for accurate tracking.

GTM is Manual tracking setup ensures maximum tracking accuracy.

Feel free to ask if you have any questions.

Thanks

All ecommerce events in pixel.png
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Web container tags for GA4 and CAPI.png
Web container tags for GA4 and CAPI.png1918×868 120 KB

4

Hey there, given that it does look like a duplication problem, it may happen because you did not set the Conversion API properly (I have been there too). Have you tried using a Shopify app for this? I recommend this app, Facebook Pixels by AdNabu, which offers accurate deduplication and is also free to use.

It also offers Conversion API capabilities without getting too technical. It is a better alternative to the sales channel app, Facebook and Instagram.
Hope this helps.