Accurate conversion signal is the foundation of effective ad optimization.

If ad platforms like Meta ad system continuously learns by analyzing the user behavior data you send back: it identifies what types of people are interested in your products and who ultimately makes a purchase. This learning directly determines how the system finds more potential customers for you.

If the data is incomplete, the system's learning becomes skewed—like trying to complete a puzzle with missing pieces—which reduces its

What Is Order Events Delivery Rate?

It shows what percentage of your actual Shopify orders are successfully recorded by Meta's ad system.

• Numerator (Data sent to Meta): Purchase events tracked by your Meta Pixel.
• Denominator (Actual orders): Real orders from your Shopify store

A 95% delivery rate means that for every 100 real customers, 5 are "invisible" to Meta's system. This missing data creates three major problems for your ads:

1. Wrong Attribution: Meta can't match conversions to the right ads, making good ads look bad.
2. Faulty Learning: The system trains on bad data, so it learns to target the wrong people.
3. Wasted Budget: Money gets shifted away from your best-performing ads and audiences.

When the system cannot see a complete customer profile, it may miss important patterns. For example, if purchase data from specific regions is missing, the system might fail to recognize high purchase intent in those areas and consequently reduce ad exposure to users there.

What should I do if it's not 100%?

After using Convbox Tracking for your Meta Pixel event tracking, this number should be 100% since Convbox provides steady server2server tracking ability that Not a Single Order Lost'.

If your order delivery rate is below 100%, we recommend verifying the following:

• Check if the Pixel is being used on multiple websites or is associated with multiple ad accounts.
• Ensure that the Facebook user authorized to Convbox has the necessary permissions for the configured Pixel.

If none of the above applies and the issue continues, please contact Convbox Support for further investigation.

What Is Click-to-Landing Rate?

It measures how often users successfully reach your landing page after clicking your ad. We directly compare two metrics from your Meta ad reports: Ad Clicks and Landing Pageviews.

Due to network delays, users navigating away, and other technical reasons, this rate typically doesn't reach 100%. A healthy industry rate usually falls between 80%-90%, depending on your specific industry, target regions, and user devices.

What does this metric tell us?

This metric might be the simplest indicator to detect potential “event loss” in your ad data. In most cases, the actual proportion of users landing on your site just works well. However, A low rate in your Meta reports frequently indicates event loss. if the landing page view event fails to be sent back successfully, Meta will consider that “the user did not successfully visit your website.”. Those users might be misclassified as low-quality traffic by the system, affecting future ad optimization.

By ensuring reliable event delivery, Convbox aims to show you a normal, accurate Click-to-Landing Rate in your Meta reports that reflects reality.

What if my click landing rate is low or dropping?

If the rate is consistently low (e.g., below 80%) after using Convbox Tracking, this may indicate fundamental issues with your website that need optimization.

Does the page load too slowly on mobile devices?

Are there script errors or layout issues on certain browsers?

Whether ad links correctly point to active landing pages?

And some other basic tech issues like CDN, or domain configurations.

A good Click-to-Landing Rate means your ads are bringing real visitors to your site, and Meta is correctly counting every visit. This gives the ad algorithm a strong foundation to learn and opimize campaigns.

Updated on: 30/01/2026