One of the most frustrating problems for e-commerce media buyers is seeing steady sales in Shopify admin while Meta Ads Manager reports 0 Purchase conversions. Here is how to diagnose and resolve this tracking discrepancy:
1. Check Shopify Thank-You Page Script Conflicts
Ensure that modern Shopify Checkout Extensibility is not blocking legacy scripts in Settings > Checkout > Additional scripts.
2. Verify Server-Side CAPI Token Expiration
Check if your Meta Conversions API access token expired or requires re-authentication inside the Facebook sales channel app.
3. Test in Meta Events Manager > Test Events Tool
Run a live test order using the Test Events tool to verify the payload returns Purchase with valid currency and value parameters.