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Ideas and practical guides for understanding your Shopify data and deciding where to spend to grow.

Attribution - Meta ads vs Shopify

Meta Ads vs Shopify Orders: Why Your Numbers Don't Match

A Shopify sparkling water brand spent $3,600 on Meta ads in one month. Meta's dashboard said 80 purchases. Actual Shopify orders: 42. Meta was inflating their results by nearly 2x because of view-through attribution and a duplicate pixel firing. Real cost per purchase was $85, not the $45 Meta claimed. Two prompts in Superworker matched Meta's campaign data against Shopify's UTM orders, showed exactly which campaigns were lying, and reallocated the budget. Same $3,600, 65 real purchases instead of 42. If you're a Shopify merchant or agency running Meta ads, this is the gap that's eating your margin.