Why don’t Snapchat Ads purchases match Shopify orders?
Short answer
Snapchat’s reporting has used a long default window after a swipe and a short one after a view, so it can credit sales days or weeks after the ad. Sudden gaps usually mean the Snap Pixel is installed twice or server events are missing.
Why it happens
- Long attribution windows. Snapchat can count a purchase long after the swipe, and after views as well as swipes.
- Pixel installed twice. Shopify’s Snapchat app plus old Snap Pixel code in the theme.
- Missing server events. Without the Conversions API, purchases the browser misses aren’t sent.
How to fix it
- Check the window in your reportIn Snapchat Ads Manager, check which swipe and view windows your columns use and compare swipe-only results.
- Use one connectionConnect through Shopify’s Snapchat app and remove Snap Pixel code from the theme.
- Turn on server eventsEnable the Conversions API in the app so purchases are also sent from the server.
- Compare by weekCompare Snapchat purchases with Shopify orders that came from Snapchat traffic, week by week.
Check it worked
Use the Snap Pixel test events with a test order. Purchase should arrive once.
Common questions
Why are Snapchat’s numbers so much higher?
Long windows and view-through credit claim sales that other channels also claim. Compare swipe-only results first.
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