Question

I'm facing an issue with Facebook Ads reporting more purchases than actually occur on my Shopify store.

Problem Summary: Facebook Ads Manager shows 60+ purchases But Shopify Orders only show 26 real orders I suspect double counting from Pixel + CAPI

What I've Tried So Far:
Removed all manually added Pixel code from theme.liquid
Uninstalled and reinstalled the Facebook & Instagram app
Connected Pixel through the app only (no custom code now)
Enabled Maximum data sharing
Waited and tested real purchases
Still seeing 2 Purchase events per order in Meta Events Manager

Answer 1

This issue is quite common and usually stems from duplicate events being triggered—especially when both Facebook Pixel and Conversions API (CAPI) are firing simultaneously without proper deduplication.

Your Pixel and CAPI are both sending purchase events, but Facebook is not deduplicating them properly, resulting in inflated conversions.

How to Fix It:

1. Check Event Deduplication IDs:

   • In Meta Events Manager, look at the “Event ID” values.

   • For proper deduplication, both the browser (Pixel) and server (CAPI) events must share the same Event ID.

2. Use Shopify's Native Integration Only:

   • Since you’re already using the Facebook & Instagram app, avoid any other event tracking app or custom code.

   • Go to Settings → Customer events and ensure there’s only one active Pixel source.

3. Turn Off Manual CAPI (if added externally):

   • If you ever added CAPI manually via another app or API, it could still be sending events.

   • Double-check your apps and integrations in Shopify Admin → Apps and disable any third-party tracking tools that may still be active.

4. Test With Facebook Pixel Helper:

   • Use the Facebook Pixel Helper Chrome extension to check real-time events firing on the checkout confirmation page.

   • Look for duplicate “Purchase” events and check their source (browser/server).

5. Contact Meta Support for Manual Deduplication Review:

   • If you’ve done everything and still see inflated numbers, contact Meta Ads support and ask them to check event deduplication on their end.

Tip:

It’s okay for Pixel + CAPI to fire together if deduplication is correctly set up. The key is consistent event_name and event_id between both sources.