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Tracking health

Is Meta getting the right signals from your website? Showing All ad accounts. We check every day.

Setup guides

Why Meta and your sales numbers can differ

This is normal. Here is what usually explains the gap.
  • Attribution window. Meta usually counts a result if someone clicked within 7 days or viewed within 1 day. Your website or CRM may count only the last click, so Meta shows more.
  • Time of day. Meta counts the day the ad was seen. Your sales sheet counts the day the order was paid.
  • Missing events. Browsers and ad blockers can hide the Pixel. Conversions API sends the same event from your server, so fewer sales get lost.
  • Offline and WhatsApp sales. A lead who buys later by phone is not a website event, unless you send it back to Meta.
  • Delay. Meta can update numbers for up to 24 hours, and sometimes longer for conversions.

A gap of 10 to 20% is common. A much larger gap usually points to broken tracking, so check the list above.

Why this matters

Meta learns who to show your ads to from the events your website sends back: a lead, a purchase, a message. If the Pixel or the Conversions API (CAPI) is missing or broken, your results look worse than they are and Meta gets worse at finding customers. Fixing tracking is usually the cheapest improvement you can make.