For the last 7-10 days our Meta tracking was clearly inflated. We saw 200-300% inflated ATC events in Ads Manager, and 50% inflation in purchase events in Meta ads manager yesterday. Because of the tracking issues, we migrated from Shopify’s Facebook/Instagram app CAPI to Stape + GTM and confirmed deduplication is working. Today our tracking numbers now match our real store data, but campaign performance is much worse compared to yesterday. With the same ad spend, we are seeing about 50% lower conversion rate and about 40% lower revenue (actual data), even though yesterday we were in profit. I’m trying to understand whether this is a normal effect of fixing tracking or if something else may have changed in the setup.
Hi,
I’m trying to understand whether this is a normal effect of fixing tracking or if something else may have changed in the setup.
The results you described are hard to consider normal.
One possible reason could be that you are not passing the consent status to the checkout if you have a consent banner.
To better understand the issue, please provide a link to your website where we can see how the events are triggered on checkout.