Hello everyone,
I’ve recently opened a new Shopify store and noticed a consistent discrepancy between Meta Ads clicks and Shopify sessions. Here’s an example with rounded numbers:
New store: Meta: 100 outbound clicks / 50 visits → Shopify: 50 sessions
Other stores I manage: Meta: 100 outbound clicks / ~90 visits → Shopify: ~90 sessions
So while other stores track normally, this new store shows a big drop (about half of the expected sessions).
What I’ve checked already:
Same settings in Meta + Shopify (no differences found).
Page speed and theme are optimized.
Business Manager assets linked correctly.
Pixel event quality is 7.5+ with no duplicates.
Tested enabling/disabling cookie banner or pop-ups (no impact).
Different ad accounts pointing to the same domain show the same behavior.
A friend’s store has had the same issue for months, unresolved even after Meta support calls.
Hypotheses so far:
Could this be related to Shopify’s session counting logic?
Business Manager–level filtering or Meta in-browser tracking blocking sessions in certain regions?
Something related to Cloudflare/IP filtering (I know Spain had issues last year)?
At this point I’ve ruled out the usual “basic” troubleshooting. Has anyone experienced the same and found a solution or deeper cause?
Thanks in advance for any insights!