If you run Meta ads, you have probably seen it: the Ads Manager says 120 purchases, your shop says 170. Or the other way round. Neither number is lying, they are just counting different things.
What the browser pixel misses
Ad blockers, iOS privacy settings and slow thank-you pages all stop the pixel from firing. The Conversions API sends the same event from your server, so it arrives even when the browser does not cooperate.
Tracking is not a setting you switch on once. It is a system you check every month.
The five checks we run
- Event deduplication between pixel and server
- Event Match Quality above 6.0
- Purchase value and currency on every order
- Consent mode respected
- Attribution window matched to your sales cycle
What to do this week
Open Events Manager, compare yesterday’s purchases with your shop’s order list, and note the gap. If it is more than 15%, your optimisation is working from the wrong data.
