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Facebook Pixel Purchase Value Missing: Why It Happens and How to Fix It

Last checked against Meta's documentation. By Muhammed Abdul Kalam. Data loss

Quick fix

Facebook pixel purchase value missing usually means the Purchase event is firing without its value and currency parameters, or Meta has blocked a parameter. Add both parameters to the Purchase event code, with a variable for the real order total, then check Events Manager for deactivated parameters and test the event.

  • Check the Purchase code includes value and currency.
  • Check Events Manager for deactivated parameters.
  • If you use a tag manager, check the event tag inside it.
  • Test the Purchase event in the test events tool.

Can't fix it yourself? Send me the details

What this error means

The Purchase event records the sale, and its value and currency parameters tell Meta how much it was worth. Without them, purchases count but have no value, so value-based tools like maximize value of conversions can't work.

Why it happens

1Parameters missing from the code

The Purchase code should carry value and currency.

How to tell if this is you: The event shows no value in the test events tool.

2A parameter was blocked

Meta may block events or parameters it thinks break its terms, and shows them as deactivated.

How to tell if this is you: Events Manager shows the parameter as deactivated.

3The tag manager tag has no variable

Tag manager event code needs value and currency variables.

How to tell if this is you: The tag fires but sends a fixed or empty value.

4Value comes from the store

Shopify uses the order total, so check what the order total includes.

How to tell if this is you: Values differ from your own sales figures.

How to fix it

Add value and currency

For: Parameters missing from the code, The tag manager tag has no variable

  1. Use the Purchase code that includes value and currency.
  2. In a tag manager, include the value and currency variables.

Clear blocked parameters

For: A parameter was blocked

  1. Remove unhashed customer information from your parameters.
  2. Open the event with the blocked parameter and reactivate it.

Test it

For: Parameters missing from the code, A parameter was blocked, The tag manager tag has no variable

  1. Verify the Purchase event in the test events tool.

How long it takes

Meta doesn't publish a timeline for this.

How to stop it happening again

  • Add value and currency to every Purchase event from the start.
  • Don't send unhashed customer information in parameters.
  • Re-test after every checkout or theme change.

From my desk

Usually the Purchase event fires but the value and currency are hardcoded, empty, or pulled from a variable that doesn't exist on the confirmation page. I open the event in the test events tool and look at the parameters it received. If they're blank, the fix is in the tag or the data layer, not in Ads Manager.

Muhammed Abdul Kalam

When to get help

  • You've worked through the checks and the numbers or status still aren't right.
  • The setup involves a tag manager, Shopify app or developer you cannot reach and nobody can explain it.
  • Results are suffering during a launch or sale and every day costs real money.

Stuck on this? Send me the details.Tell me what the platform shows and what you've tried so far.

Send me the details

FAQs

Does the Purchase event need a value?

The standard Purchase code includes value and currency parameters.

Why does value matter?

Adding currency and value parameters enables maximize value of conversions.

What does deactivated mean on a parameter?

Meta blocked the parameter, which shows as deactivated in Events Manager.

How do I reactivate it?

Remove unhashed customer information, then reactivate the event with the blocked parameter in Events Manager.

How does Shopify set the value?

Order value events use the order's total price.

Related fixes

Sources

help.shopify.com

Meta