A Meta campaign can report purchases even when the Pixel is missing events, firing twice or sending incomplete values. A green status in Events Manager is a starting point, not proof that ecommerce tracking is trustworthy.

Test the full journey yourself, then compare browser events, server events and the orders recorded by the store.

Check the Pixel from browser to purchase

1. Confirm the correct data source. In Meta Events Manager, select the Pixel or dataset connected to the store and check that activity has been received recently. Make sure you are not looking at an old Pixel with a similar name.
2. Open Test events. Enter the store URL, open the site from the test tool and accept or reject consent as a normal visitor would. Meta should show the test device and incoming events in near real time.
3. Complete one clean shopping journey. View a product, add it to basket, begin checkout and place a test order. Watch for PageView, ViewContent, AddToCart, InitiateCheckout and Purchase in the expected order.
4. Inspect event parameters. Open each event and check content IDs, product value, currency, item count and the event source URL. Purchase value should equal the order amount according to the store's agreed reporting definition.
5. Check for duplicate Purchase events. Refresh the confirmation page and confirm a second browser purchase is not created. If browser and Conversions API both send the event, confirm they share an event ID so Meta can deduplicate them.
6. Use Diagnostics. Review current warnings for missing parameters, match quality, deduplication and domain issues. Read the affected event and date rather than clearing warnings without understanding them.
7. Test consent behaviour. Repeat the journey after rejecting non-essential tracking. Confirm the implementation follows the consent setup and local requirements rather than forcing events to fire regardless.

Compare against the store

Use a recent seven-day period and compare Meta Purchase events with Shopify online-store orders. They will not match exactly because attribution, consent, browser restrictions, refunds and order sources differ, but a major gap or abrupt change needs investigation.

Also check Event Match Quality and server coverage if Conversions API is installed. These indicators help diagnose the setup, but they do not guarantee accurate attribution. Keep a record of test order numbers, timestamps and event IDs so a developer can trace failures without repeating the entire exercise.