Facebook Pixel / Shopify Integration – 0% catalogue match rate and maxmimise conversion value greyed out?
Hi all
I’m planning to running an Advantage+ Catalog prospecting campaign for a client who is new to Facebook and am setting everything up. It’s the first time I’ve implemented a pixel via Shopify integration.
We have 2 issues:
- Catalogue is saying 0% match rate and Item Add to cart / view content / purchases missing / not received in the last 7 days. But the pixel is set up correctly in events manager, connected to the catalogue in commerce manager, recording events accurately and I can see the required parameters such as content ID pulling through in the sample events (which also match content ID in the catalog) – see screenshot links. So not obvious why this error is occurring
Screenshot catalog: https://imgur.com/iSwP77k
Screenshot events: https://imgur.com/ZXLqvff
- We’d like to optimize for maximise conversion value rather than conversions. But in the adset settings it’s greyed out. Error message: “To use Pixel or Conversions API, you need to select an eligible pixel. Your performance goal is to maximise the value of conversions. The selected pixel isn’t eligible for this performance goal. Choose another pixel.” (see screenshot). Again the pixel has value parameter so not clear why this error is occuring
Screenshot: https://imgur.com/yHmMUMs
P.S. Additionally, we’re only looking to target prospecting audiences, so I don’t actually know whether the catalog match rate is an issue (Meta error message says “Only items with matches can be used for Meta Advantage+ catalogue ads. Increase it by resolving issues.”). I understand why that’s needed for retargeting but does anyone know if it is actually needed for prospecting? If not then we might launch without resolving it if we can’t find a fix.
The short answer is:
Your 0% catalog match rate and the “maximise conversion value” being greyed out are both likely symptoms of a missing or improperly configured value parameter in your purchase events as they’re being reported to Facebook.
Although you see the content_id parameter, the value parameter is crucial for both catalog matching (which helps ensure the product data used for ads matches the actual product pages) and for the “maximise conversion value” optimization.
The error “The selected pixel isn’t eligible for this performance goal” typically means the pixel isn’t consistently sending value data for purchases.
For a robust, future-proof fix that bypasses common browser-side pixel issues, you should set up the Facebook Conversions API (CAPI) on your Shopify store, ideally using a server-side solution like the Shopify app integration combined with a custom setup like Stape or Google Cloud Platform for greater control and reliability, which is excellent and cheap.
The long answer is:
Let’s tackle the catalog match rate and the “maximise conversion value” issue first, as they are probably related.
The 0% catalog match rate, despite seeing correct content_id and other parameters for ViewContent, AddToCart, and Purchase in your sample events, is highly suspicious.
Facebook uses event data, especially the content_id and the value parameters from Purchase events, to match what users are doing on your site with the items in your catalog.
Even if content_id is correct, if the value parameter for Purchase events is missing, incorrect, or not being processed correctly by Facebook, it can cause the catalog match rate to plummet or stay at zero.
This is because Facebook can’t properly link the sales data to the product data.
The error about “maximise conversion value” being greyed out strongly reinforces this diagnosis.
This performance goal requires the pixel to consistently report a dollar value for Purchase events, which is used to tell Facebook how much a conversion is worth so it can dynamically bid to maximise that revenue.
If Facebook deems the pixel “not eligible” for this goal, it means it’s not receiving reliable value data on Purchase events.
You may be seeing the parameter in the test events, but it might not be reliably making it through in live events due to ad blockers, browser restrictions like Intelligent Tracking Prevention (ITP), or an issue with the standard Shopify pixel implementation.
This brings us to a highly recommended solution: using the Facebook Conversions API (CAPI).
The Shopify integration offers a built-in Conversions API connection, which is a good starting point, but it’s often more reliable and controllable to set up a server-side tracking solution.
Using Shopify’s built-in API with a custom server-side setup like Stape or Google Cloud Platform is an excellent and cheap solution because it sends event data directly from your server to Facebook’s server, bypassing browser limitations like ad blockers or ITP that often break the standard browser pixel.
Stape, for example, is a very cheap service that simplifies setting up a server-side Google Tag Manager (GTM) container on a Google Cloud Platform server (often on a free tier), making it much more reliable than browser-side tracking alone and ensuring your Purchase events with all required parameters, including value, are accurately sent to Facebook.
This improved data quality is critical for unlocking “maximise conversion value” and correctly establishing your catalog match rate.
Regarding your P.S. question about Advantage+ Catalog prospecting campaigns: Yes, the catalog match rate is absolutely needed for Advantage+ Catalog ads, even for pure prospecting.
The Meta error message “Only items with matches can be used for Meta Advantage+ catalogue ads” confirms this.
While retargeting uses the catalog to show users the exact products they viewed or added to cart, prospecting uses the catalog to show dynamic ads featuring products that Meta’s algorithms think a new customer is most likely to purchase.
If your catalog match rate is 0%, Meta cannot confidently link your product pages to your catalog items and therefore cannot effectively generate and serve the catalog ads, making your Advantage+ campaign ineffective or preventing it from running at all.
Therefore, you must fix the match rate issue before launching.
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