The Facebook Ads lie nobody is telling you

@firstpartyjacob

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Why it worked

The video addresses a common pain point for e-commerce businesses running Facebook ads: inaccurate tracking and reporting. By highlighting specific examples and explaining the technical reasons behind the inaccuracies (Meta Pixel, third-party cookies, Safari's blocking), it provides valuable, actionable information that resonates with the target audience.

Summary

This video explains that the Facebook Ads channel app in Shopify provides inaccurate data due to its reliance on the Meta Pixel and third-party cookies, which are blocked by browsers like Safari. This leads to businesses underestimating their ad revenue and overpaying for customer acquisition.

Structure

1Introduction to the problem: inaccurate Facebook ad revenue tracking
2Example 1: Miscalculated revenue for a Shopify business
3Example 2: Miscalculated ROAS for a campaign
4Example 3: Miscalculated customer acquisition numbers
5Explanation: The Facebook channel app uses the Meta Pixel and third-party cookies

Original caption

Every time you look at your fb ads revenue you’re looking at a lie. And no this isn’t just for Shopify businesses #facebookads #metaads #shopify

More from @firstpartyjacob

Their other posts in the index, biggest breakout first.

6The issue with Safari blocking third-party cookies

7Consequences: inaccurate performance data, overpaying for ads, difficulty finding new customers

8Call to action: Stop using the Facebook channel app

Product placement

The video discusses the Facebook Ads channel app within Shopify and its reliance on the Meta Pixel. It also shows screenshots of Facebook Ads reporting and the Safari browser icon.

Call to action

So stop using the app.

On-screen text

The Facebook Ads lie nobody is telling you Last month: Jan 1, 2026 - Jan 31, 2026 $240,289.08 Total $289,640.59 Total 4.59x roas 9.65x roas 64% more recorded ad purchases Safari

Transcript

Did you know that if somebody clicks on your Facebook ad today, but they don't buy from your website for another week, Facebook is never gonna see that conversion? That is a true story. And if you've ever looked at your Facebook ads revenue and thought, there's no way that number is right, you're right, it's not. 99% of Shopify businesses have no idea how much revenue their Facebook ads actually make because they're using the Facebook channel in Shopify to track customers. This business uses the Facebook app and last month they thought they made $240,000 from ads when it was closer to $300,000. These guys used the app and last year they thought one of their new campaigns had a ROAS of 4.5 when it was actually 9.5. This business has been using the app for years now and every month they thought their ads were getting around 2,400 customers, when it was actually closer to 4,000. You're probably wondering what the heck is wrong with the Facebook app in Shopify that makes it at tracking customers. And the answer is simple. It uses the Meta Pixel. Facebook tells you it's using the Meta CAPI when you use the channel app, but it's really just sending a copy of whatever the Meta Pixel sees from a Shopify server back to Facebook. So it's still relying on the Pixel. And as I'm sure you're aware, the Meta Pixel uses third party cookies to try and track your customers. And famously, Safari hates third party cookies. So Safari blocks Facebook from tracking your customers and all of a sudden you have no idea actually performing. So if you're using the Facebook and Instagram channel app to try and measure your ad performance, one, you probably have no idea how much money your ads actually make every month. Two, you're probably paying too much to acquire new customers because you're training Facebook on broken data. And three, you're making it harder for Facebook to find you new customers because they don't know what actually works. So stop using the app.