You're experiencing inconsistent Meta Ads data and under-reported tracking—this is common, especially post-iOS 14 and without a fully optimized setup.
Likely Causes:
Attribution Gaps: Meta under-reports due to data loss from browser restrictions and delayed attribution windows.
Tracking Limitations: Without proper server-side tracking (e.g., Meta CAPI via Stape), conversions are often missed.
Strategy Fragmentation: Running manual placements while your client uses Advantage+ splits optimization signals, making performance unpredictable.
Low Signal Volume: If your pixel isn’t receiving enough conversions, Meta’s algorithm can’t stabilize delivery or reporting.
Recommended Actions:
Ensure full CAPI integration via Stape with event deduplication.
Align campaign strategy with the client (e.g., both using Advantage+ placements and similar audience logic).
Use blended ROAS tracking across Meta and Shopify or GA4 to evaluate performance more accurately.
Implement UTM parameters and post-purchase surveys to identify real attribution sources.
Stabilize with a unified campaign structure for at least 7 days to generate reliable performance insights.
