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Why are my Facebook Ads conversions not appearing in Meta Ads Manager?

facebook ads conversions missing meta ads manager no conversions ios att tracking loss facebook capi configuration event match quality woocommerce

Quick Answer

Conversions disappear from Ads Manager when iOS ATT blocks Pixel attribution, ad blockers prevent the browser Pixel from firing, the CAPI access token is expired or misconfigured, or event deduplication failures filter out server-side events. Check Events Manager for Event Match Quality: a score below 7.0 indicates significant signal loss affecting attribution accuracy.

Full Answer

The most systematic cause is iOS ATT: since iOS 14.5, users who opt out of tracking block Facebook from attributing conversions via IDFA. Without CAPI running alongside the Pixel, these conversions vanish from Ads Manager entirely. Browser ad blockers compound this, blocking the Pixel outright for a significant share of visitors. Configuration failures cause a separate class of missing conversions. If CAPI events fail silently due to a misconfigured access token, malformed payload, or deduplication key mismatch, Ads Manager may show zero server-side events while browser events are also suppressed. The result looks like complete tracking failure. Diagnose via Meta Events Manager: check event volume, server and browser event counts separately, and Event Match Quality score. Healthy CAPI implementation shows event matching rate above 70% and EMQ above 7.0. Running Pixel plus CAPI together with a shared event_id for deduplication is the standard resolution.

Sources

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Cite This Answer

Cherry Tree by Seresa - https://seresa.io/seed/ad-performance-data-gaps/facebook-ads-conversions-missing-ads-manager