# FAQs

### :eye\_in\_speech\_bubble:Tracking

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<summary>What’s better about Omega Two Owls, compared to other apps?</summary>

We pride ourselves on both great events captures and event match quality (EMQ).&#x20;

Why does it matter? Higher EMQ means a better chance for Facebook to be able to match an event to a person, hence better reporting in Ads Manager for you to make informed decisions. To this end, our EMQ scores are Great on average.&#x20;

So don’t forget to check this on top of accurate event count (captures).

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<summary>My ATC and IC events are not firing well. What’s wrong?</summary>

This is a rare instance when we got interfered with by your theme or some other associated apps. Just hit us up in the chat and we’ll custom-fix that for you, neatly.

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<summary>Do you track the purchase value?</summary>

Of course. Purchase values are tracked 100% and assigned with the subtotal value of the order at hand.

Besides, we track 100% of sales server-side (with CAPI) when a new order is created in Shopify. So, don’t worry about missing a sale ;)

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<summary>Where do I get a pixel ID? 🧐</summary>

If you're new to the field, this guide helps with everything to [get your pixel ready](https://docs.twoowls.io/getting-started/get-your-pixels-ready) :tada:

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<summary>Should I delete the Facebook Channel app? 🤔</summary>

Not necessarily. You can keep the app for other purposes but for pixel installation, make sure you pick [the right pixel ID](https://docs.twoowls.io/getting-started/important-checklists/app-checklist/choose-the-right-pixel) to put in Omega so there won't be a conflict.

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<summary>What good does CAPI do for me? 🤖</summary>

Pixel is super vulnerable and operating at half capability after the IOS 14 updates. Conversion API covers up the tracking loss due to **opted-out IOS devices.** This means more data and better reporting. Overall, you'll feed Facebook more valuable data to optimize your Facebook ads.&#x20;

:green\_book:There is so much you can't control in this turbulence of the ad world, but [leveling up your tracking](https://docs.twoowls.io/getting-started/level-up-your-data-with-capi) is a rare one you can fix.&#x20;

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### :chart\_with\_upwards\_trend:Reporting & Attribution

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<summary>Is there a way to fix Facebook's 3-day reporting delay? 🕛</summary>

Yes. Make full use of UTM parameters. They're not affected by IOS updates so you'll have access to the accurate & real-time picture of your ad performance. \
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We offer a built-in dashboard for this purpose with one thing in mind: **accuracy.** Check it out [here](https://docs.twoowls.io/getting-started/get-your-first-sales-attributed-to-the-right-campaign).

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<summary>My Ads Manager is reporting my sales all wrong. Why? 💊</summary>

There could be many culprits causing this. \
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But if you've [ensured you tested your tracking and everything is firing fine](https://docs.twoowls.io/getting-started/monitor-whats-sent), then it boils down to either [reporting delay](https://docs.twoowls.io/hot-topics/facebook-attribution/fix-your-facebook-reporting-delay) or [attribution window](https://docs.twoowls.io/hot-topics/facebook-attribution/understanding-data-absence/ios-14-effects-on-facebook-attribution-window) (which are both consequences of the Apple ATT's axe). \
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You can't fix the delay directly in the AM, because Facebook needs more time to process and report events from folks who opted out of tracking. Delay is the **new reality** you'll have to live with. **Alternative solution?** [UTM dashboard.](https://docs.twoowls.io/getting-started/get-your-first-sales-attributed-to-the-right-campaign)&#x20;

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When your sales fall outside of the attribution window (which is now a 7-day click post-IOS 14), your AM is completely blind. Even if you wait, nothing's gonna show up. That's when you need a [custom attribution window](https://docs.twoowls.io/getting-started/get-your-first-sales-attributed-to-the-right-campaign).

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<summary>My pixel is over reporting/under reporting, can you help?</summary>

For over-reporting, you might want to check if your pixel is already installed elsewhere other than in Omega.&#x20;

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For underreporting, there could be 3 culprits generally:

* Purchase happens outside of the 7-day attribution window
* Facebook Reporting Delays (age-old issue, you can cope with it by using our Ads Report as a supplement)
* Facebook is unable to define if the purchase comes from the ad (because of low EMQ or objective factors, e.g. person sees an ad with a clone account, but bought using other personal info)

Whichever it is, feel free to reach us to troubleshoot your case.

Learn more about [over/under-reporting.](https://omegatheme.com/blog/100-facebook-multi-pixels/462-why-facebook-might-over-report-or-under-report-your-conversion-and-the-best-workaround-2022)

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<summary>Why should I try the Ads Report feature?</summary>

Faster, more accurate decision-making is crucial to growing your business faster than competitors vying for the same customer base.

Omega Ads Report helps you see accurate sales attributed to ads in real time.&#x20;

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### :mag:Targeting & Optimization

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<summary>Will CAPI improve my Ad performance? 💰</summary>

If you're looking for a direct causation link, then it will not. But Conversion API contributes a tremendous part in getting your ad spend in the right direction. In other words, Conversion API helps get your tracking right and feeds Facebook **the most complete picture you can.** \
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With Conversion API, you can still send Facebook a purchase event from an IOS opted-out device, and use that data to feed the optimization algo (with [Aggregated Events Measurement](https://docs.twoowls.io/getting-started/important-checklists/advertiser-checklist/set-up-aggregated-event-measurement)).\
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Without Conversion API, you'll only be feeding Facebook the data the Pixel can collect from [Android and IOS opted-in devices (which is not so many)](https://docs.twoowls.io/hot-topics/facebook-attribution/understanding-data-absence). That means optimizing your campaigns based on half the truth and eventually wasted ad spend.

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:sparkles:***Recommended App***

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