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Facebook Data Reporting FAQs for SHOPLINE Merchants


This article addresses common data reporting issues encountered by SHOPLINE merchants on Facebook Ads. Data reporting is crucial for tracking and analyzing the effectiveness of your advertising campaigns. However, you may encounter various issues and confusion during the process. This FAQ article provides clear solutions, operational guides, and suggestions to help you resolve these issues.


In This Article



Configuring Facebook Data Reporting

You can report data to Facebook through SHOPLINE with the following two methods:

We recommend using FBE for its user-friendly setup. With FBE, you can seamlessly connect with Facebook and enable data reporting. This method is suitable for ad accounts with full control, ensuring a smooth connection process.

For ad accounts opened by agencies or without full control, manually inputting the Facebook pixel and access token is a viable option.




Checking Store’s CAPI Reporting Configuration

To enable CAPI reporting for your store, ensure you've completed the necessary setup steps. This ensures smooth data reporting.

To monitor reporting and collect past data (backfilling), you can utilize the Facebook Events Manager tool. It allows you to check the reporting status and ensure accurate tracking and analysis of your advertising data, providing valuable support for your marketing decisions.



Methods for Comparing Data Reporting

You can perform the following steps to view different data reports:

  1. Go to Facebook Business Settings > Data sources > Datasets > Open in Events Manager, and find the Pixel code configured for this store.

  2. Click on the pixel to view all the data reporting statuses received by this pixel by default.



  • Here is the time period of receiving event data. When comparing, there are two considerations regarding the time period:
    • The time period needs to match accordingly.
    • The timezone of the Facebook ad account should also correspond to that of the store. Otherwise, the data won’t align.
  • Events refers to the specific types of actions reported (up to eight can be reported).
  • Integration indicates the channel through which the data is reported. This example shows reporting from both browser and server, indicating both pixel reporting and server-side reporting are active.
  • Total events refers to the number of valid reported events recognized by Facebook.




Viewing Data Details

To view data details for a specific event type, follow these steps: 

  1. Select the event type you want to view and click the down arrow to view the overall trend.

  2. Click View details to view more details.
    4.1 & 2.png


Note: Taking shopping as an example, you can view reception data for both the pixel and CAPI channels, representing the respective reception of the two channels.

  • Total events received: The number of events received by each of Facebook’s two channels.

  • Event Deduplication: The number of events discarded by Facebook. Typically, duplicated events and events that Facebook cannot attribute are discarded.



Addressing Data Underreporting Issues

After completing the necessary configurations for CAPI, data should be reported correctly. However, data underreporting may occur in the following scenarios:

  • Conversion API can effectively backfill missed events in the browser environment due to reporting issues caused by browser plugins. However, it cannot resolve reporting issues for iOS users. Starting from iOS 14, especially iOS 14.6, if users disable Allow tracking, even if SHOPLINE has reported events to Facebook servers, Facebook may not be able to match event data with valid users.
  • According to relevant data feedback, only about 20% of users enable Allow tracking. For these users, Facebook can match and recognize event data reported by SHOPLINE.


  • Store A has received 100 orders, with 50 placed by users on a system later than iOS 14.
  • Approximately 80% of users disable ad tracking.

In this case, reported data would be approximately 50 + 50 × 0.2 = 60.

There would be 40 underreported orders, with a difference of around 40%.


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