Hello Shopify Support Team,

We are currently experiencing a conversion tracking and attribution issue affecting our store analytics and advertising performance.

Our main concern is that purchases completed through external payment methods (especially PayPal) are not being attributed correctly to Meta Ads and in some cases are showing as “unattributed” or missing entirely from ad platform reporting.

Here is what we are observing:

  • Orders appear correctly inside Shopify
  • Shopify revenue data is accurate
  • However, Meta Ads Manager is underreporting purchases and revenue
  • Some conversions are missing completely
  • The discrepancy becomes more visible when customers use PayPal or external checkout/payment flows
  • Because of this, Meta optimization performance is being negatively affected

We would like your assistance in reviewing:

  1. Pixel implementation health
  2. Checkout event continuity
  3. External payment attribution handling
  4. Possible issues related to PayPal redirects
  5. Whether Shopify-side tracking limitations may affect Meta purchase events

Additional context:

  • Shopify is our primary source of truth
  • We are using Meta Pixel + Conversion API
  • We are also seeing discrepancies between Shopify and third-party analytics platforms

Could you please investigate whether there is any known issue or misconfiguration affecting purchase attribution?

If needed, we can also provide:

  • Pixel IDs
  • Example order numbers
  • Screenshots from Events Manager
  • Test purchase recordings

Looking forward to your guidance.

Best regards,

İnanc Erdor