Skip to main content
All CollectionsOthers
Why Your Meta Ads and Analytics Don't Match
Why Your Meta Ads and Analytics Don't Match

Uncover the reasons behind Meta Ads and third-party analytics discrepancies. Learn strategies and make informed marketing decisions.

Neil G avatar
Written by Neil G
Updated over a month ago

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.

Did this answer your question?