Why it happens
The extension has a new name. Meta says that if you used Meta Pixel Helper before, the extension updates itself to Meta Ads Data Advisor. It works in Google Chrome and Microsoft Edge. In another browser there is nothing to detect with.
No badge means no pixel on that page, as the extension sees it. Meta's page says that if the icon has no badge, no Meta Pixels are installed on the webpage. The extension reads the page you have open.
Shopify runs pixels in a sandbox. Shopify loads web pixels in a sandbox in the visitor's browser. App pixels, such as the one from the Facebook & Instagram app, run in a strict sandbox that uses web workers. Shopify says traditional pixels that use browser features such as window.document will not work there. Custom pixels run in a lax sandbox, an iframe with the sandbox attribute, which cannot reach the top frame. Meta's page does not say that its extension sees code in Shopify's sandbox. So an empty badge on a Shopify store is not proof that the pixel is off.
Consent holds the pixel back. In markets where consent is required, Shopify says web pixels run only when visitors have given the permissions the pixel asks for. Until you accept your own cookie banner, the pixel may not load at all.
An ad blocker or privacy setting blocks it. Meta asks you to disable ad blockers for the site you test. For an iframe or a tag manager, Meta says to check that browser settings or privacy tools are not blocking the pixel.
The pixel is not connected. If the Facebook & Instagram app's data sharing is off, or the app is connected to another pixel, there is nothing to find. A pixel snippet left in old checkout code no longer runs after Shopify's checkout upgrade. To connect it again, follow the steps to set up the Facebook pixel on Shopify.
The store is headless or in private mode. Shopify says its own Pixel Helper does not work with headless stores or stores in private mode.
Check it yourself
- 1Open your store in Chrome or Edge with ad blockers off for it. Accept all cookies on your banner.
- 2Click the Meta Ads Data Advisor icon. If it shows a pixel, select it and read the events and their parameters, such as value and currency.
- 3If it shows no badge, go to Shopify admin > Settings > Customer events. Find the Facebook & Instagram app pixel and any custom pixel for Meta.
- 4Click More options next to the pixel, then Test. Shopify's Pixel Helper opens on your store.
- 5If it says "Pixel is awaiting consent", accept tracking on the banner or click Give consent to continue test.
- 6Browse a product, add it to the cart and start checkout. Under Events received, a green dot means the event ran. A red dot means an error.
- 7In Events Manager > Data sources > your pixel > Test events, open your store from there and repeat step 6. Events that appear there reached Meta.
- 8In Shopify admin > Sales channels > Facebook & Instagram > Settings, check that data sharing is on and that the pixel ID matches the one in Events Manager.
To check purchases from a server too, see checking deduplication in Events Manager.
FAQ
Is my pixel broken if the extension shows nothing?
Not on its own. Check Test events in Events Manager. If events arrive there, the pixel works, whatever the badge says.
Should I add the pixel code to my theme so the extension sees it?
No. A second copy of the pixel sends events twice. Use the Facebook & Instagram app or one custom pixel, not both for the same events. If you see doubles, read Meta counts your purchases twice.
Can the extension show server events?
No. A browser extension sees what the browser sends. Events sent from a server, such as through the Conversions API, show in Events Manager instead.
Why does the extension find a pixel on some pages and not others?
Consent, the sandbox and the page type all play a part. Check with Shopify's Pixel Helper page by page.
Purchases are missing too. Where do I look next?
See Meta Pixel purchase event not firing on Shopify and Meta shows fewer purchases than Shopify.