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How do I check if Meta is counting my purchases twice?

Compare the browser and server events for Purchase in Meta Events Manager.
  1. Go to Meta Events Manager and click your dataset.
  2. On the Overview tab, click Purchase.
  3. In the chart, compare the two lines. Dark blue is browser events. Light blue is server events.

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How do I compare Meta purchases with my Shopify orders?

  1. In Meta Events Manager, click Purchase and note the total for yesterday.
  2. Divide the total by two. Meta lists a browser copy and a server copy of each purchase.
  3. In Shopify Admin, click Orders and count yesterday’s orders.
  4. Compare the two numbers. They should be close.
Use Events Manager for this check, not Ads Manager. Ads Manager only shows purchases it attributes to ads.

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I use Restricted Category Mode. How do I check for duplicates?

Restricted Category Mode sends server events only, so Events Manager shows no browser line. Compare Meta’s Purchase total with your Shopify orders without dividing by two.

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Which counts are normal and not duplicates?

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How do I turn off Facebook and Instagram data sharing in Shopify?

Turn off data sharing in the Facebook & Instagram sales channel. This is the most common cause of duplicate purchases in Meta. Your catalog and shop stay connected.
  1. In Shopify Admin, click Sales channels → Facebook & Instagram.
  2. Click the Settings tab.
  3. Under Share data, click Change.
  4. Turn Share data off.
  5. Click Save.
Full walkthrough: Turn off Facebook and Instagram data sharing

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How do I check that Facebook and Instagram data sharing is still off?

Data sharing can turn back on when someone reconnects the Facebook & Instagram app.
  1. In Shopify Admin, click Settings → Customer events.
  2. Check that Facebook & Instagram shows Disconnected.
  3. Check that UpstackData shows Connected.

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How do I turn off TikTok, Snapchat and Pinterest data sharing in Shopify?

Each sales channel sends its own events. Turn off data sharing for each one you have installed:

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How do I turn off other tracking apps sending to my Meta pixel?

  1. In Shopify Admin, click Settings → Apps and sales channels.
  2. Find any other tracking app, such as Elevar, Stape, Triple Whale Sonar, Blotout, Omega, WeTracked or Analyzify.
  3. Turn off the app’s Meta connection.
  4. Uninstall the app if you no longer use it. Turning off its theme embed isn’t enough, because apps can also send events from Shopify’s servers.
Full walkthrough: Turn off your old tracking. Moving from Elevar: Elevar to Upstack

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How do I disconnect Meta’s Conversions API Gateway?

Upstack already sends your server events, so the Conversions API Gateway sends a second copy.
  1. In Meta Events Manager, click your dataset.
  2. Click the Settings tab.
  3. Find Conversions API Gateway in the connected integrations.
  4. Disconnect it.
If Meta suggests setting up the Conversions API Gateway, don’t set it up.

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How do I pause Meta tags in Google Tag Manager?

  1. In Google Tag Manager, open your container.
  2. Click Tags.
  3. Pause every tag that sends events to Meta. Include tags in a server container.
  4. Click Submit, then Publish. Paused tags keep running until you publish.

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How do I turn off Meta tracking in my checkout or page builder?

Checkout, funnel and landing page tools can send their own Meta purchase. In tools such as Checkout Champ, Funnelish, SamCart, GemPages or Replo, turn off the Meta pixel or Facebook integration. Setup guides: Checkout Champ, Funnelish, Replo

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How do I find Meta pixel code in my Shopify theme?

  1. In Shopify Admin, click Online Store → Themes.
  2. On your live theme, click the … menu, then Edit code.
  3. Open theme.liquid and search for fbq and facebook.net.
  4. Search the other theme files for your Meta Pixel ID.
  5. Ask your developer to remove or comment out each Meta pixel snippet.
  6. Click Save.

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How do I stop Google Ads counting purchases twice?

Keep one primary purchase action. Google Ads counts each primary purchase action separately.
  1. In Google Ads, click Goals → Summary.
  2. Click Edit goals.
  3. Expand Conversion action optimization.
  4. Set your Upstack purchase action to Primary. If you use server-side delivery, this is Purchase - Upstack (Server-side).
  5. Set every other purchase action to Secondary.
  6. Click Save.
Full walkthroughs: Switch the Upstack purchase goal to primary, Set up Google Ads server-side conversions

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Why does Meta count one order twice when I use two pixels or ad accounts?

Meta doesn’t match purchases across pixels or ad accounts. If campaigns on both get credit for the same order, Ads Manager counts it twice. To fix it:
  1. In Ads Manager, open each ad set that uses your old pixel.
  2. Change its Dataset to the pixel Upstack sends to.
  3. Pause campaigns that still use the old pixel.
If both pixels need to run for a while, set the attribution setting on both sets of campaigns to 7-day click.

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How do I stop purchases from checkout, upsell or subscription apps counting twice?

These apps can create extra orders in Shopify, and each order is sent as a purchase.
  1. Turn off the app’s own Meta integration. See How do I turn off other tracking apps sending to my Meta pixel?
  2. Contact Upstack support with the app’s name and an example order number. We can stop that app’s orders from being sent as purchases.

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Why does add to cart fire twice?

Bundles, slide-out carts and free gift apps can make Shopify report one add to cart as two. Upstack sends add to cart events as Shopify reports them. To check:
  1. Install the Upstack Data Pixel Helper.
  2. On a product page, click Add to cart once.
  3. Click the Pixel Helper icon and count the add_to_cart events.
If more than one fires, ask your developer or your cart app’s support to fix how the product is added to the cart.

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What happens to my numbers after I fix duplicates?

  • Purchases and ROAS in your ad platforms go down.
  • Check Meta Events Manager again after 24 to 72 hours.
  • Wait 7 to 10 days before comparing Google Ads conversions.
Still stuck? Contact support@upstackdata.com with your Pixel ID and a description of the issue. We typically respond within a few hours.

Complete Guide to Troubleshooting Your Upstack Data Tracking Pixel

Check the Shopify app, the Pixel Helper, your destinations and Meta Events Manager.

Disable existing tracking

Turn off other tracking apps and pixels.