Why don’t Meta Ads purchases match Shopify orders?
Short answer
Meta and Shopify count differently. Meta uses an attribution window (by default 7-day click and 1-day view) and can count purchases from people who saw an ad, while Shopify records every order. Tracking gaps and timing also cause differences.
Expect some mismatch; look for big or sudden gaps, which usually mean a tracking problem.
Use blended metrics as the source of truth: total store revenue ÷ total ad spend, and new customer count from Shopify.
Want this solved for your brand? We'll audit your store, ads and tracking and send a written plan within 48 hours.
Answered by ScaleInbox · Reviewed by Shubham Vishwakarma, founder