How to investigate
1. Verify the accuracy of your Shopify data
Make sure your store is tracking all sales. Check that checkout and order-status tracking are enabled and no recent theme changes broke tracking — see Verify your Shopify pixel.2. Check the attribution
Meta attributes conversions across devices and time windows (7-day click, 1-day view by default). A customer who clicks an ad on mobile and buys on desktop later can be counted by Meta but look unattributed in Shopify. Compare using Meta’s 7-day-click attribution column for a closer apples-to-apples view.3. Look into reporting discrepancies
Meta and Shopify measure sales differently — attribution windows, view-through conversions, and revenue definitions (gross vs. net) all differ. See Upstack and Meta conversions don’t match and Upstack revenue doesn’t match Shopify for the full breakdown.Still stuck? Contact support@upstackdata.com with your Pixel ID and a description of the issue. We typically respond within a few hours.