Ads IQ is the tab in your Shopflo dashboard that connects your checkout to your Meta advertising stack. Because Shopflo sits inside your checkout, it can see things your website pixel never can: how the shopper paid, whether they are a first-time buyer, whether they used a coupon, and exactly where they dropped off. Ads IQ takes that checkout depth and turns it into a per-campaign funnel, an event-health view, and control over which signals Meta gets to learn from.

Why it matters: browser pixels miss a meaningful share of conversions by design (iOS restrictions, cookieless browsers, ad blockers). Shopflo sends events server-side from inside the checkout, so those orders still reach Meta, and by checkout it already holds name, email, phone and address, which gives its events far higher match quality than a browser pixel event can carry.

→ Open the Ads IQ tab in your Shopflo dashboard.

You will need admin access to your Shopflo dashboard, a Meta Business account with admin rights on the ad account and the pixel or dataset you want to use, and at least one pixel already created on that Meta Business account.

You do not need to change anything on your storefront, your theme, or your existing Meta setup. Ads IQ does not require a new script, a new tag, or a developer.

If the connection fails: the two common causes are logging in with a personal Meta account that has no admin rights on the ad account, or a Business Manager role that is Analyst rather than Admin. Fix the role in Meta Business Settings and try again.

After the login completes, Ads IQ shows every pixel attached to your Meta Business account.

The connection status badge at the top of the tab now reads Connected, with a last-synced timestamp. If your Meta token ever expires, the badge changes and prompts you to re-authenticate. Re-authenticating does not reset your event configuration.

No pixels showing up? Your Meta account has no pixel or dataset created yet. Create one in Meta Events Manager first, then return to Ads IQ and refresh.

This is the part worth reading twice. If you already connected Meta through the Integrations tab on your Shopflo dashboard, leave it alone. Do not delete it before connecting Ads IQ, and do not worry that adding the same pixel in Ads IQ will inflate your numbers.

Why there is no duplication. Shopflo sends the same event ID on every event it fires, on both the browser side and the server side. Meta deduplicates on that event ID: when it sees two events carrying the same ID and the same event name, it keeps one and discards the other. This is Meta's own designed behaviour for exactly this situation, and it is why a pixel configured in both the Integrations tab and the Ads IQ tab still produces one clean count.

What to do, in order:

There is no deadline on step 3 and nothing breaks if you never do it. But Ads IQ is where custom event configuration, pixel routing, EMQ and the funnel all live, so running everything through it is the cleaner end state.

The funnel view answers one question: which campaign actually produced orders, and where did the rest of the traffic leak out. You can filter by pixel and ad-account combination (multi-select) and by date range.

Attribution model: last click. A session, and any order that comes out of it, is credited to the last campaign the shopper clicked before that session began. One session, one campaign, no splitting and no double counting.

This is why your Ads IQ numbers will not tie out exactly to Meta Ads Manager. Meta's default reporting also credits view-through conversions and uses multi-day click windows, so one order can be attributed to a campaign in Meta that Ads IQ credits elsewhere. Neither number is wrong. Meta answers "which campaign influenced this purchase". Ads IQ answers "which campaign brought this session to my store and what happened next". Use Ads IQ for funnel diagnosis and relative comparison between campaigns, and Meta Ads Manager for the decisions you make inside Meta's own model.

How to actually use this view:

The Events Health view shows the integrity of the pipe between Shopflo and Meta. For each event type you see the successful events sent by Shopflo (counted server-side), the total event count on Meta (from Meta's own stats), the trend over the selected period, and the Event Match Quality score (from Meta's diagnostics).

Standard events, always visible: View Content, Add to Cart, Checkout Initiated, Add Payment Info, Purchase. Custom events become visible once you have enabled at least one.

How to read the two counts:

What EMQ is. Meta scores every event from 0 to 10 on how confidently it could match that event to a real Meta user. Higher match quality means better optimisation and less wasted spend, because Meta's model learns from events it can actually attribute to a person. Shopflo has a structural advantage here: by checkout it already holds name, email, phone and address, so its server-side events carry far more matchable identifiers than a browser pixel event ever can. If an EMQ score is blank, Meta did not have enough volume on that event to compute one (low-traffic custom events will often show blank). This is not an error.

This is the control plane, and it is where most of the ROAS upside sits. When someone buys, the standard Purchase event tells Meta exactly one thing: a purchase happened. It does not say whether they paid by UPI or chose COD, whether this was their first ever order, or whether they needed a coupon to convert. That missing context costs you money: your acquisition campaign cannot tell whether it is genuinely acquiring new customers or re-buying people you already own, and your prepaid and COD buyers, with completely different RTO and working-capital profiles, look identical to Meta's optimiser. Custom events fix that by naming the difference.

Each event is off by default and toggled on individually. Turning one on requires no code change and no deploy: Shopflo reads the configuration at runtime.

If you run multiple pixels, you can assign a specific pixel per event type, overriding the default you chose at setup. Useful when one Shopify store serves two brands, or when you want purchase events on one pixel and funnel events on another. The interface shows clearly which rows are using an override and which are on the setup default.

Every event has a preview that shows the exact payload Meta will receive. Use this before you build a custom conversion in Meta Ads Manager, so you know which parameters and values are available to write rules against.

Enabling an event in Shopflo sends it. To optimise campaigns on it, register it in Meta:

This is where custom events stop being a reporting nicety and start changing what Meta buys for you. Advantage+ hands almost every lever to Meta's model: targeting, placement, creative combination, budget split. The one lever you keep is what you tell it to count as a win. Point it at the generic Purchase event and Meta will faithfully find you the cheapest purchases available, which in India usually means discount-hunting, COD-heavy, already-existing customers. It is doing exactly what you asked; you just asked for the wrong thing.

Set the conversion event to New Customer Purchase instead of Purchase. Left on Purchase, an Advantage+ campaign will spend your acquisition budget re-buying customers who would have ordered anyway, because a repeat buyer is the cheapest conversion in the auction. Switch to New Customer Purchase and a repeat buyer no longer registers as a success, so the model reallocates toward people who look like your genuine first-time buyers. Expect your reported ROAS on this campaign to drop when you make the switch. That is the point: you are no longer taking credit for orders you already owned. Judge it on new-customer cost, not blended ROAS. (Meta also offers a Customer lifecycle control at the ad-set level on manual Sales campaigns, which decides who Meta is allowed to show ads to; the event decides what Meta counts as a win. They work well together.)

Set the conversion event to Prepaid Purchase. A COD order and a prepaid order are the same conversion to Meta and very different outcomes to you. On a generic Purchase objective, Meta will find COD buyers because they convert more easily, and a meaningful share of those will RTO. Optimising on Prepaid Purchase points the model at people who put money down at checkout. It is the closest thing to an RTO filter you can apply before the order exists rather than after, and it is usually the single highest-impact switch for Indian D2C brands, because nothing outside the checkout knows the payment method at the moment the event fires.

Use Purchase with Discount as a diagnostic, not usually as an objective. Run it alongside your standard Purchase event and watch the ratio per campaign. A campaign where nearly every order carries a coupon is not acquiring brand demand, it is buying a promotion, and its true ROAS is lower than the dashboard says once you net off the discount. If the split is bad, the fix is upstream in creative and offer, not in the bidding. You can also build a Website Custom Audience from the Purchase with Discount event and exclude it from full-price campaigns.

Payment Failed and Payment Initiated are the highest-intent signals in your funnel. A shopper who tapped Pay Now and hit a bank decline or a UPI timeout wanted to buy, and they are invisible to a standard pixel setup because the failure happens inside checkout. In Meta, build a Website Custom Audience from the Payment Failed event and run a short-window retargeting campaign against it, ideally with a nudge or small incentive; recovery rates here are typically far above ordinary cart-abandonment retargeting. Payment Initiated works as a lookalike seed: a larger pool than Purchase and closer to intent than Add to Cart.

Reach out to us at support@shopflo.com and we'll be happy to assist. For an event-delivery or attribution question, include your pixel ID and the date range you are looking at so we can trace it immediately.