Why it happens
Standard uses the browser pixel. According to Shopify's help, the Meta pixel collects data about customer browsing behavior in your store. A browser-based ad blocker can prevent the pixel from sharing data. Purchases from shoppers who block it, or who leave before the confirmation page loads, may not reach Meta at Standard.
Enhanced adds the Conversions API. Shopify says Enhanced uses the Conversions API together with the Meta pixel. The Conversions API sends the purchase event between Shopify's and Facebook's servers, so a browser ad blocker cannot block it. Enhanced also shares the customer's name, location, email address and phone number, plus browsing behavior, to match people on Facebook's network.
Maximum shares the same kinds of data as Enhanced. Shopify describes it as the Conversions API and the pixel, with the store updated with Facebook's latest advertising technology. The categories of data are the same as at Enhanced. Shopify also notes that the levels and their privacy settings can differ depending on when you installed the app.
The level is your decision. Shopify's page says you should decide what type and how much data to share, and you should describe it in your privacy policy.
Many stores see a Meta count that differs from Shopify after they change the level. A move from Standard to Enhanced adds server purchases. If another tool also sends purchases, the same sale can reach Meta from two senders.
In the app itself the levels are named Conservative, Enhanced and Maximum (Settings tab, Share data, Change). Conservative uses the Meta pixel. If another tool also sends purchases from a server, Enhanced and Maximum make the app a second server sender, and the same purchase can reach Meta from both.
Check it yourself
- 1In Shopify admin, open Sales channels > Facebook & Instagram.
- 2Open the Settings tab and find Share data.
- 3Read the level shown there (in the app: Conservative, Enhanced or Maximum). Change opens the dialog where you switch sharing on or off and pick the level. If no pixel is connected, the page offers Connect.
- 4In Meta Events Manager, open Data sources > your pixel > Overview. Open the Purchase event and look at the source split: Browser, Server or both.
- 5At Standard you should see Browser only. At Enhanced or Maximum you should see Server as well.
- 6Open Events Manager > Data sources > your pixel > Diagnostics for problems Meta lists with the events it received.
- 7In Shopify admin, open Settings > Customer privacy and check the cookie banner and the regions where it applies. Shoppers who decline can change what the pixel sends.
- 8List every other tool that sends purchases to the same pixel: theme code, a tag manager, other apps. Keep one sender, or give every sender the same event ID.
How these levels compare with the other ways to send purchases is in the Meta Conversions API on Shopify.
FAQ
Which level should I choose?
That depends on what you want to share and on your privacy policy. If Tikra or another server tool sends your purchases, turn the app's data sharing off, or keep it at Conservative only when the server tool's purchase carries the same event ID as the app's pixel. In our own test on 19 October 2026, with the app at Maximum, Meta counted the order twice, once from the browser and once from a server, although Tikra's purchase carried the app's event ID. Shopify's help says Maximum adds the Conversions API. At Conservative, Meta counted each order once. Meta's own rules decide whether it counts a purchase once.
Does Maximum send more data than Enhanced?
Shopify lists the same categories for both. Maximum differs in the technology it uses.
Why does Meta show more purchases than Shopify after I switched to Enhanced?
Check whether a second tool also sends purchases. Two senders count one sale twice unless both use the same event ID.
Does turning data sharing off stop all events?
Shopify's help does not say. After you turn it off, check in Meta Events Manager which events still arrive from the channel.