· Chand Lal · originally posted on LinkedIn
Meta vs Shopify Numbers Match Exactly? Why a Perfect Match Is a Red Flag
Meta and Shopify numbers match to the order? Be worried. Why attribution rules differ, 3 usual suspects behind a perfect match and a healthy gap check.
Key takeaways
Hot take: if your Meta and Shopify numbers match to the order, I'd be more worried, not less.
They run on different rules: Shopify gives 100% credit to the last non-direct click, while Meta's standard setting also counts conversions after a view. A perfect match often means duplicate purchase events, overly broad UTM rules, or a setting someone tuned until it looked nice.
Check event match and deduplication in Events Manager, watch the gap week over week, and compare total orders with total spend. Don't chase a match, chase a gap you understand. Happy to check your setup if you DM me.
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