Overview

If you’ve ever compared “Add to Cart” numbers between Shopify, Ads Manager, and your wetracked.io dashboard, you might have noticed they don’t match — and that’s perfectly normal.

Each platform measures “Add to Cart” events differently, which can lead to variations in reporting. Understanding these differences helps you accurately analyze campaign performance and avoid false assumptions.

Example:

Shopify may show 4 Add to Cart sessions, while Ads Manager shows 10 Add to Cart events for the same period. This difference happens because each system tracks events using different methods and attribution rules.

Before You Start

It’s important to understand how each platform counts “Add to Cart” events:

Shopify

• Tracks Add to Cart events per session, meaning each customer session that adds an item to the cart is counted once. Regardless how many item is being added to cart if it's only 1 user who does the session then it's counted as 1 only.

wetracked.io Dashboard

• Tracks Add to Cart events per item added, so each product added to the cart is recorded as a separate event.

Ads Manager

• Tracks Add to Cart events per item added as well; however, due to strict event matching limitations, not all Add to Cart events may appear in the Ads Manager dashboard.

Verification Checklist

To confirm that tracking is working correctly:

1. Open Events Manager and select the correct Pixel ID or Dataset.
2. Compare the number of Add to Cart events between wetracked.io and Events Manager.

✅ Expected Behavior:

If both platforms report similar numbers (allowing for small timezone differences), tracking is functioning correctly.

💡 Note: Meta Events Manager applies time zones based on user IP addresses. Small mismatches between Events Manager and wetracked.io data are usually due to time zone differences, not tracking errors.

Which Numbers to Rely On

✅ Use Ads Manager as your main source of truth when evaluating campaign performance.

It applies advanced event matching and multi-touch attribution, making it the most accurate for ad results.

FAQs

Q: Why does Shopify show fewer Add to Cart numbers than Ads Manager?

A: Shopify only records “Add to Cart” per visitor session, not per product added.

If one user adds 10 products, Shopify still logs only 1 Add to Cart session, while Ads Manager will record 10 Add to Cart events.

Q: My wetracked.io dashboard doesn’t exactly match Events Manager. Is that normal?

A: Yes. Small differences (due to timezone and event attribution models) are expected. If counts are close, your tracking setup is working correctly.

Helpful Resources

• How to Find Meta Events Manager in Business Manager
• Learn more about Event Matching and Attribution Models on Meta

Updated on: 05/11/2025