Meta & Facebook Ads
4 min read
Ads Manager says 100 sales. Shopify says 80. Somebody is wrong, and until you know which, every scaling decision you make is built on a number you can't defend.
The free Claude skill signal-health-check audits your Pixel and Conversions API setup before you trust the reporting: event coverage, match quality, deduplication, and a cross check against your actual store orders.
This post covers the 4 checks it runs, what the match quality score means, and why this is a diagnostic that changes nothing in your account.
Key takeaways
Core events are checked for proportion, not just presence. Purchases with no add to carts is a broken step, not a great checkout.
Event match quality is graded per event, with the specific customer parameters that would raise it listed out.
A gap above 20% between Ads Manager and your store gets a named likely cause rather than a shrug.
The verdict is trust or fix first. If it's fix first, the skill says plainly not to act on performance verdicts until it's resolved.
The 4 checks
1. Core events firing. PageView, ViewContent, AddToCart, InitiateCheckout, and Purchase should each be present and receiving volume proportionate to the funnel. The shape matters as much as the presence: if purchases are arriving while add to carts sit at zero, a step is broken, however healthy the revenue line looks.
2. Pixel and CAPI redundancy. Both channels should be sending with deduplication configured through shared event IDs. Single channel setups get flagged. Meta's Conversions API documentation covers the server side half, which is the half that survives browser restrictions.
3. Event match quality. Graded per event: 6.0 and above is acceptable, 8.0 and above is good, below 6.0 should be fixed before scaling. The useful part isn't the score, it's the list of missing customer parameters, email, phone, name, IP, that would raise it.
4. Sanity cross check. Ads Manager purchases over 7 days against store orders from paid social over the same 7 days. A gap above 20% means an attribution or deduplication problem, and the skill names the likely cause instead of leaving you to guess.
Why this runs before the performance skills
Every other skill in the pack reads conversion data. Scale hold kill compares ROAS to breakeven. Wasted spend finds items with no conversions. Refund aware verdict re-scores what converted.
If the signal underneath is broken, all of them are confidently analysing garbage, and the outputs will look just as authoritative as if they were right. That's what makes bad tracking expensive: it doesn't produce errors, it produces confident errors.
So when the verdict is fix first, the skill states it directly: do not act on scale hold kill output until the signal is repaired.
Once the numbers are trustworthy, feed them
Clean signal makes creative testing readable, because the differences you see between ads are real. Vibelets generates on-brand product ads from your store in minutes, no designer or brief required.
It's a diagnostic, not an editor
This skill changes nothing in your account. It reads, grades, and hands you an ordered fix list by impact. That's the whole scope, deliberately.
For Shopify stores the fix list usually starts in the native Meta app settings rather than in custom code, which is worth knowing before anyone opens a theme file.
How to set it up in Claude
Download the skill file from the skill's Google Drive folder, free, no email gate, then add it to Claude by uploading it as a skill under Settings or attaching it to a project or chat. Anthropic's Help Center guide to skills covers the upload path.
In paste mode you can work from Events Manager directly: the events received, the match quality score per event, and your integration method. Screenshots work. Then add your 7 day purchase count from Ads Manager and your paid social order count from the store for the cross check.
Run it before any scaling decision on an account that hasn't been audited in the last 30 days, and whenever a new pixel or CAPI setup goes live.
Conclusion
Every scaling decision is only as honest as the pixel underneath it. Audit the signal, fix what's graded below acceptable, then go back to the performance skills with numbers you can defend.
Audit the pixel before you trust the numbers
Free Claude skill, yours in 1 click.
Frequently asked questions
Why do Ads Manager and Shopify report different order numbers?
Usually attribution windows, missing deduplication between Pixel and CAPI, or incomplete event parameters. Some difference is normal. A gap above 20% points at a setup problem, and the skill names the likely cause.
What is a good event match quality score?
6.0 and above is acceptable, 8.0 and above is good, and below 6.0 should be fixed before scaling. The score rises when more customer parameters such as email, phone, name, and IP are passed with each event.
Do I need both the Pixel and the Conversions API?
Running both with deduplication configured through shared event IDs is the recommended setup, because server side events survive browser restrictions that block browser side tracking. Single channel setups get flagged.
Does this skill change anything in my ad account?
No. It is purely diagnostic. It reads your setup, grades it, and returns an ordered fix list. Nothing is edited, paused, or created.
How often should I audit tracking?
Before any scaling decision on an account not audited in the last 30 days, and immediately after any new pixel, CAPI, or checkout change goes live.
Sources
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