Order reconcilliation: Why your Meta purchases don't match your Shopify orders

Shopify says you got 142 orders this week, while Meta Ads Manager reports 88 purchases. The difference comes down to what each platform counts: Shopify records every order in your store, while Meta reports only the purchases it can credit to your ads. Your Omega Ads Report shows the steps in between.

The four numbers

1. Shopify orders — every order in your store, from all channels (ads, organic, email, direct). Your source of truth — the 100% baseline.
2. Omega purchases — the orders the app sent to Meta. The app sends every order — including point-of-sale, manual orders, and orders created from drafts — so this stays close to your Shopify orders.
3. EM purchases — the purchase events Meta confirms it received. This matches the "Total server events received" line in your own Events Manager.
4. AM purchases — the purchases Meta credited to your ads: the number you see in Ads Manager.

Why the numbers step down

• Shopify → Omega. The app sends orders to Meta directly from your store — not from the shopper's browser — so ad blockers and browser issues don't affect this step, and the two numbers typically stay very close. A noticeable drop here usually indicates the Conversions API isn't fully set up, and is worth reviewing.
• Omega → EM. Meta occasionally declines an event over data quality — a missing field, a policy rule. This is rare and usually negligible.
• EM → AM. The largest step. Meta credits a purchase to your ads only when it can match the buyer to a Meta account — shoppers who opt out of tracking (for example on iOS) can't be matched — and the purchase happened within your attribution window (for example, 7-day click / 1-day view).

In our example, the 54 orders between 142 and 88 are organic, email, and direct sales, along with purchases Meta couldn't match or that fell outside the attribution window — real orders that simply aren't credited to your ads.

Updated on: 07/08/2026