Shopify is Duplicating Your Meta Conversions: How to Fix It
Since September 12, 2026, a major bug in the Shopify Facebook and Instagram sales channel has been sending duplicate purchase events to Meta. This matters because it is artificially inflating your reported revenue and ROAS in Ads Manager, making campaigns look highly profitable when they are actually losing money. If you are making budget decisions based on these numbers, you are likely overspending on underperforming campaigns.
What changed
- Since September 12, the Shopify Facebook and Instagram channel has been sending duplicate purchase events.
- The Conversions API is reporting up to 1.8x more transactions than actually occurred.
- This bug creates artificial ROAS spikes in Meta Ads Manager, making campaigns look more profitable.
Why it matters for your numbers
When the Conversions API sends up to 1.8 times more transactions than actually happened, your Ads Manager dashboard becomes highly inaccurate. You might see a massive spike in ROAS and think your latest creative or targeting test is a huge success. In reality, the system is simply counting the same purchase multiple times. This duplication tricks the Meta algorithm. Because the pixel and Conversions API report inflated conversion volumes, the algorithm optimizes for the wrong signals. It keeps bidding on audiences that are not actually buying at the rate the dashboard claims.
Relying on native Meta reporting right now means you are making critical budget scaling decisions based on inflated, duplicate data instead of real, settled cash in your bank account. If you scale a campaign that is actually reporting 1.8 times more sales than it actually generated, you will quickly burn through your cash flow. This bug highlights the danger of relying on a single, native integration that can break without warning and skew your entire marketing dashboard.
What I would do
- Stop using the native Shopify Facebook and Instagram integration immediately to prevent further duplicate events from being sent to Meta.
- Route your tracking through Google Tag Manager instead so you can control your own event deduplication and keep your pixel data clean.
- Compare your Meta Ads Manager purchase data with your actual Shopify backend orders day-by-day starting from September 12, 2026, to find the exact discrepancy.
- Audit your active campaigns to identify which ones had artificial performance spikes and adjust your budgets back to realistic levels.
- Monitor your Conversions API event quality score in Meta Events Manager to ensure that deduplication keys are matching correctly once you switch to GTM.
At TrueROAS, we track what actually drives orders on a server-side level, completely independent of the ad platform's own numbers. This keeps your data clean and ensures you never scale budgets based on duplicate conversion reports.
Source: Reddit (r/FacebookAds)
If your numbers look off after this week, grab 20 minutes with me and we will look at your attribution together: Book a call with Rasmus.
