Digital marketers often face a puzzling challenge: conversion counts in Meta Ads Reporting don't match those in third-party tools like Shopify or Google Analytics.
Here's why this happens and how to address it:
Key Reasons for Discrepancies:
1. Attribution Windows
Meta Ads: Default 28-day click, 1-day view
Third-party tools: May vary
2. View-Through Conversions
Meta Ads: Included by default
Third-party tools: May or may not be included
3. Tracking Methodologies
Meta Ads: Cookies and pixel tracking
Third-party tools: Various methods (e.g., JavaScript tags, server-side tracking)
4. Time Zones and Data Processing
Different platforms may operate in different time zones
Variations in data processing speed
5. Data Sampling
Platforms may use different sampling methods
How to Address Discrepancies:
1. Align Attribution Windows
Understand each platform's settings
Adjust third-party tools to match Meta Ads when possible
2. Standardize View-Through Conversion Tracking
Decide whether to include or exclude consistently across platforms
3. Review Tracking Methodologies
Understand each platform's approach
Identify potential discrepancies due to different methods
4. Consider Time and Sampling Factors
Be aware of time zone differences and data processing lags
Understand how data sampling might affect your results
5. Verify Tracking Implementations
Ensure correct setup of tracking codes, pixels, and tags
Regularly check for technical issues
6. Monitor Trends
Analyze patterns in conversion data over time
Investigate significant variations promptly
By understanding these factors and implementing these strategies, you can better interpret your conversion data and make more informed marketing decisions.
Need help aligning your conversion tracking across platforms? Contact our support team at support@getarrow.ai or use the chat icon on the lower right of your screen.