A conversion-optimized campaign is showing CPA in Meta Ads Manager dropped by over 50% vs prior week -- but Shopify revenue remains flat. Provide at least two possible scenarios or causes.

Here are two possible scenarios or causes:

• Incorrect or duplicated pixel events firing: If the Meta pixel is firing incorrectly or multiple times for a single conversion, it would artificially lower the reported CPA in Meta Ads Manager without a corresponding increase in actual revenue on Shopify.
• Heavy discounting inflating reported number purchases, but reducing AOV: The campaign might be driving more purchases due to deep discounts, which would lower the CPA (cost per acquisition) because more conversions are reported. However, if the average order value (AOV) drops significantly due to these discounts, the total revenue on Shopify could remain flat despite the increased number of conversions.