The reason why your Meta DPA (Dynamic Product Ads) doesn’t work

Why Meta Dynamic Product Ads break, how to check catalog match rate, and the fix to get them working again.

Author

Yiqi Wu (Aimerce.ai)
July 03, 2025

What is DPA (Dynamic Product Ads)?

You probably have seen the product carousel ads before; that’s DPA.

How does DPA work?

  1. Upload your Product Catalog to Meta Commerce Manager

  2. Include Product IDs in your Pixel Events.

  3. Create a Product Set and an ad template that will be dynamically rendered based on your product data

  4. The Dynamic Product Ad will render the right product(s) to the right person, regardless of the device they are using

Who Should Invest in Meta DPA?

DPA is mainly for retargeting. If your store has a decent amount of abandoned carts or return customers, and you retargeting strategy that delivers high ROI, DPA is the game.

Why your Meta DPA (Dynamic Product Ads) doesn’t work

  1. A small retargeting audience just doesn’t work.

You will have to have a decent amount of traffic and ideally multiple SKUs to make the most out of DPA.

  1. Catalog Match Rate is not good enough.

You should go into Commerce Manager → Catalog → Events and check Catalog Match Rate.

Basically, the idea is that we track all the product ID from your Shopify site and Facebook use that ID from events to match your catalog in Commerce Manager.

If some of the products are not matching, click on “How to Fix”, then find out which product IDs and look into your catalog to see why.

If it doesn't match, either the ID from the Shopify site is wrong or the catalog in Commerce Manager is wrong. One or the other.

I recently fixed the issues for one of the clients. What’s happening to them is that

There are 2 systems of IDs: product ID (which is group ID) and variant ID. Often, people get them mixed up by accident, for example, Facebook is using Variant ID and Shopify is using Product ID, or vice versa.

One of the ways to unify them is to start only using the product ID or variant ID in both events and the catalog. For this specific brand, we decided to only use variant ID everywhere by modifying the event’s content ID.

That fixed it.

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