Order Truth | Ecommerce

Your ad platform doesn't know which orders are actually good.

• It knows someone clicked.

• It knows someone purchased.

• It knows the purchase event you sent it.

But it doesn't necessarily know what happened afterward.

1. Cancelled order?

2. Returned order?

3. Failed payment?

4. Fake COD order?

5. Order that never became revenue?

6. ...

If all of those are still being reported as Purchase, you're effectively teaching the algorithm:

| “Find me more people who behave like this.”

That's the part I find interesting.

The problem isn't always that Meta is sending you bad traffic.

Sometimes we're feeding Meta bad signals.

I'm working on a framework called Revenue Signal to help ecommerce businesses audit exactly what their ad platforms are learning from their orders.

Curious:

Do you currently send Meta every purchase, or do you filter purchases based on what happens after the order?

Quick question for anyone running Meta Ads 👇

When Meta reports a “Purchase”, how confident are you that it actually became real revenue?

I’ve been researching something that I think a lot of e-commerce businesses overlook:

What if the “Purchase” Meta is optimizing for isn’t the same thing as a purchase that actually creates revenue?

Not talking about attribution being “wrong.”

I mean something more fundamental:

A customer places an order.

Then the order gets cancelled.

Or returned.

Or never actually becomes revenue.

But the advertising platform has already received a Purchase signal.

So I started digging through Meta’s documentation, technical details, and real e-commerce data to understand what is actually happening between:

Purchase → Order → Qualified Order → Revenue

And honestly, there’s a much more interesting story here than I expected.

I’m going to share what I find as I go.

Do you actually trust the Purchase number you see inside Meta?