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how to verify pixel numbers are correct
Hello and welcome to ExpertHelp.com! My name is Elixir Cada and I'm going to do everything in my power to answer your question to your full satisfaction!
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Hi Jack.
Could you provide more information about the issue.
We are running ads on Facebook right now and they are doing very well. See screenshot 
Please provide more information about the issue.
However, in Shopify - the numbers are not adding up. The UTM's are not tracking the same revenue... and revenue is down month over month. (we just started the facebook marketing this month). Something seems off. 
You can see the retargeting UTM campaign says only $222 was brought in. But on facebook the pixel is saying differently
Cold Traffic - Conversions says it only brought in one sale in Shopify. But in facebook it says we have brought in dozens.
I see. I am sorry but i am not that familiar in Pixel numbers. I thought the question that you posted is something else. I will look for another expert who can help you with your issue. You will receive an email notification once the new expert has taken over in answering this question.
Thank you for your patience.
Ok. Need Facebook Pixel expert
Hello?
Hello and welcome to ExpertHelp.com! My name is Charles Totherow and I'm going to do everything in my power to answer your question to your full satisfaction!
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Please allow me a few minutes to resolve this for you please.
Ok, thank you. I understand that the attribution models are different for facebook and shopify but as you can see here - the numbers are not lined up at all.
So its that Shopify and Facebook are not syncing together?
Well... we don't know for sure. We're trying to figure out how to verify 100% that the numbers are accurate.
Please allow me a few minutes to fix this for you one moment please?
But yes Shopify and Facebook don't seem to be matching up according to the numbers. So we are thinking it has to do with the pixel. WE have tested the pixel and it seems to be functioning correctly
I would try relinking your Shopify catalog to Facebook first to see if this fixes the problem?
There is always data discrepancies between Shopify reporting & Facebook ad manager reporting. This is due to following reason:
Third-party reporting platforms aren't able to measure cross-device conversions well because most use cookie-based measurement. People represent themselves on Facebook which allows for unique user ID tracking, resulting in conversions that are captured more accurately. Cross-device conversions from ads are common. Mobile conversions tend to be underreported by third-party platforms that measure with cookies
Let me help you in understanding this in a simple manner:
Let's assume a person clicks on a Facebook ad for your product but didn't purchase at that time. But later browses your website (directly) and decides to purchase, facebook will fall that purchase under that campaign. Whereas Shopify will consider that as a Direct purchase. This is due to "Last Click Attribution".
As you can see in this image, the visitor coming from Organic Search is attributed to Paid Search.
Ok got it
The data between Shopify will not always be close the the data in the Facebook ads.
Yeah seems tricky of Facebook to have such a big attributtion window
I am sorry about this.
haha thanks Charles
Is there anything else that I can help you with today?
No I think that is all
Dear Jack, It was a pleasure helping you with your Facebook issue today. Here is a summary of the resolution.
Issue identified : Customer needed help verifying pixel numbers
Solution Implemented : I left replies that the pixel numbers will always vary due to large attributtion
Accepted Answer
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