Meta pixel not tracking purchases
Orders come in, Meta shows none. How to find where the Purchase event breaks: the pixel, the Conversions API, the checkout or consent.
Tracking and reporting Updated 9 November 2026 Checked against Meta’s Help Center
The short answer
Open Events Manager and check when the last Purchase event was received, and from which source (browser or server). If it stopped on a specific day, look at what changed then: a theme or checkout update, a new consent banner, an app that was removed, or a disconnected integration. Setting up the Conversions API next to the pixel makes purchases much harder to lose.
This is probably you if
- Shop orders arrive, Meta reports zero or far fewer purchases
- Purchases stopped on a specific day while clicks continued
- Events Manager shows a warning about the Purchase event
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Check my accountCauses, most likely first
Work down the list: rule each cause out or mark the one you find
- 1
A site or checkout change removed the pixel
Theme updates, new checkout apps or page builders often drop the code that fires Purchase on the thank-you page.
- How to check
- Place a test order with Meta Pixel Helper open, or use Test events in Events Manager.
- Fix
- Reinstall through your shop’s official Meta integration rather than pasted code.
Is this the cause?
- 2
The integration was disconnected
Shop apps lose their connection when permissions change or someone removes access in Business settings.
- How to check
- Open the Meta sales channel or plugin in your shop and look at the connection status.
- Fix
- Reconnect it with an admin of the Business portfolio.
Is this the cause?
- 3
Consent blocks the browser pixel
With a cookie banner, visitors who decline are not tracked by the browser pixel.
- How to check
- Compare the drop with when the consent banner went live.
- Fix
- Send server events through the Conversions API where your consent setup allows it.
Is this the cause?
- 4
Events go to the wrong pixel or dataset
Agencies and multi-brand setups sometimes have several pixels; the ad set may be optimising on one that no longer receives purchases.
- How to check
- Check which dataset the ad set uses in Conversion location, and whether that dataset still receives Purchase.
- Fix
- Point the ad sets at the dataset that receives events.
Is this the cause?
- 5
The browser blocks the pixel
Ad blockers and browser privacy features block some pixel requests. This causes a steady gap, not a sudden drop.
- How to check
- A constant gap of some percent is this; a sudden drop to zero is something else.
- Fix
- Add the Conversions API to recover those events.
Is this the cause?
Keep it from coming back
- Send purchases with both the pixel and the Conversions API, deduplicated with an event ID.
- Place a test order after every site release.
Did this guide help?
Frequently asked questions
Still unsure? Ask us anything. Talk to us
- How do I check if my Meta pixel is working?
- Open Events Manager, choose your dataset and look at the last received time for each event. For a live check, place a test order with Test events open.
- Do I still need the pixel if I use the Conversions API?
- Meta recommends using both, with the same event ID so duplicates are removed.
Related problems
- Why Meta and Shopify sales don’t match Meta says 40 purchases, Shopify says 28, or the other way round. The reasons the two numbers will never match exactly, and when the gap means something is broken.
- Meta counting purchases twice (pixel and Conversions API) Meta reports more purchases than you had orders. How deduplication works, and how to check that the pixel and server events share an event ID.
- Facebook ads spending money but no sales Clicks and spend but no purchases. First rule out tracking, then work through the offer, the page and the audience, in that order.
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