#paid-media
Thread
Hey everyone, looking for some advice on a tricky issue we’re having with a client.
We’ve been running Meta ads for a few weeks now with very little traction, and after digging into the data, we noticed a massive drop-off between outbound clicks and landing page views. On average, only around 17% of outbound clicks result in landing page views. Our highest performing campaign only hit 40%, which still seems very low.
I spoke with Meta support to rule out any tracking issues. They said everything looks fine on their end, but mentioned that because the pixel is installed via Shopify, they can’t confirm whether it’s firing correctly. Worth noting:
• We did previously have issues where the pixel was double-firing the Add to Cart event but not tracking Initiate Checkout at all. That’s since been fixed, but I’m still suspicious about the integrity of the pixel setup.
• The PageView event may not be firing properly, or there could be a delay/inconsistency.
We’ve considered the landing page itself as a potential issue, it does load slightly slowly, but the client insists it's still faster than many of their (successful) competitors.
Other thoughts we’ve had:
• Possible bot traffic inflating outbound clicks
• Audience quality or engagement issues
Would love to hear from anyone who’s encountered something similar or has ideas on how to troubleshoot this. What would be your first steps to isolate the issue?
Thanks in advance 🙏
Don't worry about this @Nativ Yanko. I had serious trouble with this problem for more than 2 months, but it fixed itself. I got the same response from Meta.
It started as a 20% difference, then went down to 60%—it's a platform issue, that's how I interpreted it. I tried every possible solution, but nothing fixed it. I also believe it's a late trigger issue.
I got 0 engagement sessions, so I suspected bot traffic, but I eventually created a second GA4 property that tracked sessions correctly. What I'd suggest is to compare your total unique outbound clicks with GA4/Shopify data to see the difference (considering average session actions—e.g., a user might visit 3 pages on average). This will give you some understanding of what's happening.
TLDR: I had the same issues, it worsened over time, got the same response, and it eventually fixed itself.
Thanks for the feedback man! @Rajesh Kumar