1. Confirm tracking works
Install the Facebook & Instagram sales channel in Shopify, enable the Conversions API, and check Events Manager to confirm Purchase, Add to Cart and Initiate Checkout events are firing correctly.
2. Optimise for the right event
Campaigns optimised for clicks or traffic find people who click, not people who buy. For sales, use a Sales objective optimised for purchases once your pixel has enough data.
3. Strengthen creative
Show the product in use, lead with the main benefit in the first seconds of video, and test several angles — problem/solution, social proof, demonstration, offer.
4. Fix the landing page
Send traffic to the exact product advertised, make sure it loads quickly on mobile, and keep the price and offer consistent with the ad.
5. Give it enough budget and time
Constant edits reset learning. Make deliberate changes, judge results on purchases and cost per acquisition, and allow for attribution differences between Meta and Shopify.
Frequently asked questions
Why do Meta and Shopify show different sales numbers?
They use different attribution windows and methods. Use both, but make budget decisions on consistent comparisons over time.
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