Meta and Shopify report different things. Meta reports purchases associated with advertising under its attribution rules, while Shopify records store orders according to its own definitions and time settings.
Common reasons for differences
- Attribution windows: Meta can credit an ad after a customer viewed or clicked it earlier.
- Multiple channels: Shopify includes orders originating from channels other than Meta.
- Timezones: An order can appear on a different reporting date if platforms use different timezones.
- Returns and cancellations: Gross orders and net sales can use different refund handling.
- Event tracking: Pixel or conversion API gaps can make platform-attributed purchases incomplete.
How to compare them properly
Match reporting dates, check account currency and attribution windows, compare Meta's attributed value against Shopify's total orders, and use a consistent product revenue definition. Never assume a perfect one-to-one match.
Ad Pulse provides both advertising and optional store sales views, with explicit labels to make these differences understandable.
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