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Facebook Ads Reporting Troubleshooting
Project Overview Our Facebook Ads account has discrepancies between reported purchases in Ads Manager and actual orders in our e-commerce store. We have observed campaigns both under-reporting (i.e. many sales occurring with only one recorded in Ads Manager) and over-reporting (2 real orders reported as 45 in Ads Manager). After investigating the latter issue, we found that there was a huge spike in Conversions API purchase events, even though there were no actual purchases. Background We run a WordPress (landing page) → Ontraport (checkout page) → WordPress (confirmation page) checkout flow, with all tracking handled by the PixelYourSite plugin (both browser and CAPI). Pixel Helper and Test Events both confirm that browser and server-side purchase events fire only once per transaction, and Events Manager correctly deduplicates paired events. Also, Admin/Test traffic is not being counted. Despite this, Ads Manager’s “Website Purchases” metric has not been aligned with our actual sales data. Objectives Find out why our campaigns are both over- and under-reporting purchase events. Identify any sources of phantom or duplicate CAPI purchase events that could be leading to the spikes we are seeing in Events Manager. Perform a full audit of our pixel and CAPI setup to see any other areas that might be contributing to incorrect recording and attribution. Deliverables Audit summarizing all pixel and CAPI event sources, triggers, and volumes. Findings & Recommendations on any misconfigurations, retriggers, or overlooked integrations. Step-by-step testing protocol that we can use moving forward to confirm that Facebook Ads Manager and our store data align. The talent we hire should be able to bring extensive hands-on experience implementing and troubleshooting the Facebook Pixel and Conversions API—particularly within a WordPress environment —and a strong command of Meta Ads Manager and Events Manager so that they will be able to look in-depth into any issues that might be causing our reporting discrepancies.