Meta Ads Manager says you made 40 sales yesterday. Your store says 25. Before you scale that campaign, find out which number is true.
Step 1: compare against your store
Pick the last 7 days. Write down purchases and revenue from Ads Manager, then the orders and revenue from your store for the same days. Some gap is normal, because Meta counts views and clicks inside its attribution window. A large gap, or Meta showing more orders than you actually received in total, is a red flag.
Step 2: check for duplicate events
The most common cause is the same purchase being sent twice. That happens when the browser pixel and the server-side Conversions API both send it without a shared event ID, or when two apps or plugins both install the pixel.
- Open Events Manager and look at the Purchase event.
- Check that browser and server events show as deduplicated.
- Use Test Events to make one test purchase and see how many events arrive.
Step 3: check currency and value
If your store sells in more than one currency, make sure the purchase value is sent in the right one. We once found a store charging Thai shoppers in US dollars, which hurt conversions and made reported values unreliable.
Step 4: fix and re-test
- Remove any extra pixel installs.
- Send the same event ID from the browser and the server for each order.
- Make one more test purchase and confirm one deduplicated event.
Only scale campaigns once the numbers match your store. Our Meta Ads service starts with exactly this check.