Before a Shopify brand spends more on Meta, it needs to know whether the numbers in Ads Manager match the orders in Shopify. Often they don't, and bigger budgets then flow to the wrong campaigns.
I have run Facebook and Instagram ads for Shopify stores, and I start by checking reported purchases against real orders, so scaling decisions rest on numbers you can trust.
Where I start with a Shopify brand
Reconcile Meta against Shopify
I compare reported purchases with real orders. A gap isn't always a fault, because attribution windows differ, but you need to know how big it is and why.
Clean up the pixel and Conversions API
Duplicate pixels, app-installed tags and events sent twice all distort what Meta optimises towards. These get fixed before any budget moves.
Test products and creative on real margin
The best-looking ROAS can come from a product that loses money after costs and returns. I judge tests on the orders that actually get paid, not on what the platform reports about itself.
Then scale what holds up
Budget moves to campaigns that still work once the data is clean. You get a short update every week.
E-commerce experience behind this
The Body Essential
A fashion brand on Shopify. Two pixels were installed, and one, added by a third-party app, was reporting purchases that never happened: about 100 orders in Meta against 55 to 70 real ones. Roughly 30 to 40% of the daily budget had been chasing them. I fixed the tracking, built the Shopify store and ran the Meta campaigns.
AlphaMart
A Shopify store I built and ran solo, with my own money on the line, advertising on Snapchat, Meta and TikTok. I traced every order from click to cash: the ad accounts reported 1,092 orders, and 523 became delivered, paid sales. That habit of checking past the dashboard is what I bring to your account.
The fundamentals don't change with the country. Clicks and leads cost more in the UK and the US, which makes wasted spend more expensive and clean tracking more valuable. The same is true of e-commerce: the ad platform, the pixel and the store work the same way, and reported numbers need checking everywhere.
Common questions
Why doesn't Meta match my Shopify orders?
Some difference is normal, because Meta counts by its attribution window and Shopify counts orders when they happen. A large gap often points to a duplicate pixel, an app adding its own tracking or purchase events firing twice.
Do you work with stores on any platform?
The e-commerce work in my case studies is on Shopify, so that is where I can help most directly.
Do you run Google Shopping as well?
My e-commerce ad experience is on Meta and Snapchat, so that is what I offer. I run Google Ads for lead generation businesses, and I'd rather be clear about that than overclaim.
How does working with you start?
With a free audit of your ad account, pixel and Conversions API setup. You get the findings in plain language before you decide anything.
Does your Ads Manager match your Shopify orders?
Send me your store URL. I'll check your pixel and tracking setup and tell you the first things I'd fix.
Get my free Meta ads audit →