Reviews (5,768)
The marketing data (costs, clicks, add-to-carts, retargeting etc.) between Shopify Facebook Marketing and Facebook Business Manager/Ad Manager has many many many discrepancies. If you want to use this app, make sure only to use it for creating campaigns, and not for an updated view of data.
Hi, there! Thanks so much for taking the time to leave your feedback. This is actually expected behaviour. When it comes to Facebook ads data and Shopify conversion data, you are correct that there will always be data discrepancies between the two.
This is because "third-party reporting platforms aren't able to measure cross-device conversions well because most use cookie-based measurement. People represent themselves on Facebook which allows for unique user ID tracking, resulting in conversions that are captured more accurately. Cross-device conversions from ads are common. Mobile conversions tend to be underreported by third-party platforms that measure with cookies."- Facebook Ad Centre
In simpler terms, if someone clicks on a Facebook ad for your product but didn't purchase at that time, and then later browses your website (directly) and decides to purchase, Facebook will log that purchase under that campaign. In contrast, Shopify will consider that as a direct purchase - this is due to "last click attribution". Hope that provides a little context there! - Brie, Shopify Support
