Why do Meta numbers not match my CRM or Shopify?

Attribution, delays, deduplication, and tracking gaps create differences. The goal is consistency in decision-making, not identical numbers.

This issue is common among Meta advertisers and usually indicates a structural or optimization problem that can be resolved with the right approach. Understanding the mechanism behind the problem is the first step to fixing it.

This problem typically stems from one or more of the following:

• Align attribution windows across systems
• Check deduplication rules and event priority
• Check CAPI setup and match quality

Follow these steps to identify the root cause:

1. Align attribution windows across systems
2. Check deduplication rules and event priority
3. Check CAPI setup and match quality

Once you've identified the cause, apply these fixes:

1. Start by identifying the root cause using the diagnostic checklist above
2. Make one change at a time and wait 24-48 hours to see results
3. Document what you changed and the outcome for future reference
4. If the issue persists, consider reaching out to Meta support with specific details
5. Use the quick fix page for immediate action items