If your Meta-reported sales suddenly dropped natively while Shopify revenue stayed flat, this isn’t a performance issue. It’s a tracking issue. 

What Changed

Shopify updated its default pixel data-sharing setting to “Optimized” from “Always On” which limits how much conversion data is sent back to ad channels like Meta, Google and other platforms.

The result? Fewer tracked purchases and weaker optimization signals which could result in poor performance. 

How Do You Check What The Pixel Sharing Setting Is In Shopify?

• Login to Shopify 
• Go to Settings 
• Then Customer Events 
• Under data, toggle to “Always On” instead of “Optimized” and hit Apply

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What We’re Seeing

Across accounts using Shopify’s native Meta pixel:

• Fewer Meta-tracked conversions starting since January 20, 2026 
• Less stable performance on Meta over the past week.
  
  

Our Recommendation

Switch your Shopify pixel data-sharing setting to “Always On.”
This shares more data back to Meta (and all other affected channels), improves optimization, and closes reporting gaps.

Bottom Line

If Meta performance dipped overnight, check your Shopify pixel settings first.
This small toggle can have an outsized impact on your results.

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