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Meta Ads Manager often shows more purchases than Shopify, even when both are looking at the same campaign and date range. I’m trying to understand how much of that gap comes from attribution windows, delayed reporting, or customers switching devices before they buy.
When you compare the two, which numbers do you treat as the most useful? I’m especially interested in how other store owners reconcile Shopify order reports with ad-platform results without counting the same sale twice.
