If Commerce Manager shows a low catalog match rate, or issues about "missing, invalid or deleted content IDs" or an "invalid content type," the product IDs your Meta Pixel or Conversions API sends don't line up with the IDs in your catalog. Meta can then link fewer shopper actions to your products. This guide explains what the match rate measures, the usual causes and how to fix them.
What the match rate means
Meta defines catalog match rate as the percentage of content IDs in events from your website or app that match products in a connected catalog. It recommends keeping it above 75%, and ideally above 90%. A low rate limits which products are available for ads targeting and can point to a problem with your pixel or catalog setup.
- Window: The rate covers the last 28 days, with a 48 hour delay
- Paused: Meta may pause the match rate if you haven't used the catalog for advertising in 28 days
Common causes
Meta's troubleshooting guide lists the same few problems again and again.
- IDs don't exist in the catalog: Products were deleted, never added, or added with a different ID
- Misspelled parameter: It must be content_ids, with an "s," even for one product
- Bad formatting: Extra symbols or several IDs packed into one string
- Wrong content type: product for single item IDs, product_group for group IDs
- Split catalogs: Several catalogs on one pixel split the rate between them
- Duplicate pixels: Shopify warns that leaving old pixel code in your theme puts more than one pixel on your store
Find the affected IDs
Meta shows the rate and the issues in one place, and you can download a report.
- Commerce Manager: Select your catalog, open the Catalog tab, then go to Events
- Issues report: Download it to see which content IDs failed to match
- Meta Ads Data Advisor: Meta's Chrome extension shows whether ViewContent, AddToCart and Purchase fire with the right IDs
- Test events: The test events tool in Events Manager confirms Meta is receiving events
Fix it step by step
Fix the source of the IDs first, then wait up to 48 hours for the rate to update.
- Step 1: In Shopify, go to Sales channels, then Facebook & Instagram, then Settings, and check which pixel is connected for data sharing
- Step 2: Remove any old pixel code from your theme, as Shopify instructs when you connect a pixel through the channel
- Step 3: Search your catalog for the unmatched IDs and add any products that are missing
- Step 4: Make sure the catalog and the pixel use the same ID for the same product
- Step 5: Keep all products in one catalog, which Meta recommends to avoid splitting the rate
Prevent it coming back
Most mismatches start when a second tool begins sending events or products.
- ✅ One pixel, connected through one channel
- ✅ One catalog per product type
- ✅ Recheck the match rate after installing any app that touches tracking or feeds
- ❌ Don't delete catalog products that still get traffic on your site
Doing this at scale
FeedFix doesn't change your pixel or your content IDs. It keeps the catalog side healthy: it checks every product against Meta Catalog and Google Merchant Center rules, scores each one 0 to 100 per channel, and drafts compliant rewrites you approve in bulk, with every change audit-logged. See FeedFix.