Order matching checks the sales Meta and Google report for your Adwisely ads against your real Shopify orders. You see how many of the reported sales we found in your store, exactly which orders they are, and the ad and visits behind each one. Order matching is in Beta.
In this article: What order matching is · Where to find it · Read your summary · Browse your matched orders · See the journey behind an order · Choose a period · FAQ
What is order matching?
Meta and Google report the sales your Adwisely ads brought, but not which orders they were. Shopify sees only part of the shopper's path, so its numbers rarely agree with theirs.
Order matching closes that gap. Every night, it checks the sales Meta and Google reported against your Shopify orders and shows you which orders they are. When a sale can't be tied to one order with confidence, it stays unmatched: we don't guess.
We also include orders where Shopify's own tracking recorded a click on your Adwisely ad but Meta or Google didn't report the sale. Each order is counted once.
Where to find order matching
In your Shopify admin, open Apps → Adwisely and click Order matching (Beta) in the menu.
Example from a demo store.
Read your summary
The Meta and Google vs your Shopify card sums up the last 14 days.
Overall line. How many sales Meta and Google reported for your Adwisely ads, how many of them we found in your Shopify, and how many more orders Shopify attributed to your Adwisely ads.
Ring. The share of the platform's reported sales we found as Shopify orders. The count also includes orders Shopify tied to a click on your Adwisely ad. When we find more orders than the platform reported, the ring shows 100% and Why? explains the difference.
Most stores find… The typical range for other stores with 20+ reported sales in the last 14 days. Below 20 sales, the tile says Too few sales to compare.
Why N weren't found? The reasons a reported sale can't be tied to one order (see below).
How each platform counts a sale. Meta: a purchase up to 7 days after an ad click, or 1 day after an ad view, on any device. Google: a purchase up to 30 days after an ad click, with the credit split between ads when several helped.
Why some sales aren't found. Meta, Google and Shopify each see a different part of the shopper's path:
Ad views (Meta only): a shopper saw your ad, didn't click, and bought within a day. Meta counts it; Shopify can't see views.
Other devices: a shopper sees or clicks your ad on one device and buys on another, for example a phone and a laptop, in either order. Meta and Google can link the two because the shopper is logged in to them; Shopify sees a new visitor.
Privacy and ad blockers: when a shopper blocks tracking, the platform estimates the sale, so there's no exact order to find.
Tile tags
Lower than usual: we found a smaller share of the platform's sales than most stores do.
Too few sales to compare: fewer than 20 reported sales in the last 14 days.
Paused or No ad spend: your Adwisely ads on that platform didn't spend in the last 14 days, so there are no sales to match.
Not launched: you haven't launched that platform with Adwisely yet.
Can't collect data: we've lost access to that ad account, so its numbers stop at the last day we have. Hover the tag to see the date, and message your Ad Expert.
Browse your matched orders
The Orders card lists every order matched to your Adwisely ads, newest first.
Tabs: All matched, Meta, Google, Both and Shopify only, each with its count. Shopify only lists orders Shopify tied to a click on your Adwisely ad when neither Meta nor Google reported the sale. A tab appears only when it has orders.
Search, filter and export: find an order by its number, show only New customers, Returning, Staff drafts or Refunded orders, and click Export to download the list you see as a CSV file.
Matched to Adwisely ad: the ad behind the order and how the shopper met it, for example Meta ad click, Instagram ad click, Meta ad view or Google ad click.
✓ Confirmed by Shopify tracking: Shopify also recorded the visit from your ad.
Attributed by Shopify: the platform didn't report this sale, but Shopify tied the order to a click on your Adwisely ad.
No second line: Meta or Google counted the sale, but Shopify didn't see the ad. For example, a click in the Instagram app that Shopify shows as Direct.
Click an order number to open the order in Shopify. The list shows 25 orders at a time; click Show 25 more at the bottom to see the rest.
See the journey behind an order
Click any order to unfold it.
Adwisely ad: the ad Meta or Google counted, when the shopper clicked it, and the page it opened. If Shopify tracking missed it, you see why.
Journey: the shopper's visits before the purchase. M and G icons are your Adwisely ads, grey dots are other visits, and the black check is the purchase. The ad that counted the sale is circled and marked matched. Hover any icon for details.
Noticed an issue with this order? Tell us: describe what looks wrong, for example a missing visit or an order that shouldn't be counted. Our team looks into it.
Choose a period
The page shows the last 14 days by default. Use the date picker at the top right to choose another period within the last 30 days. Orders are matched every night, so today's orders appear tomorrow. The comparison with other stores always uses the last 14 days.
FAQ
Why don't Meta's and Google's numbers match my Shopify reports?
Meta and Google see ad views, purchases on other devices, and clicks inside the Facebook and Instagram apps that Shopify can't see or shows as Direct. Order matching shows you which Shopify orders those sales were.
Why did you find more orders than Google reported?
Google can split the credit for one sale between your Adwisely ad and your other ads, so it counts part of a sale; here it is one whole order. And when a shopper's browser blocks Google's tracking, Shopify can still record the click on your Adwisely ad. Each order is counted once.
Does order matching change my ads, budget or fee?
No. It only reads your Meta, Google and Shopify data. Your campaigns, budgets and Adwisely fee stay the same.
How often is it updated?
Every night. New orders appear the day after they're placed.
I don't see Order matching in my menu.
Message your Ad Expert and they'll check it for you.
An order looks wrong. What do I do?
Unfold the order and click Noticed an issue with this order? Tell us.
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Questions? Message your Ad Expert in the app or write to help@adwisely.com.