Attribution

Why Meta and your sales numbers do not match

A gap between Ads Manager and your own sales sheet is normal. Here are the usual reasons.

Ads Manager says 100 purchases. Your store says 80. Before you blame the ads, check the common causes.

Attribution window. Meta credits a click within 7 days or a view within 1 day. Your store credits the last visit only.
Day mismatch. Meta uses the day the ad was seen. Your sheet uses the day the payment cleared.
Missing events. Browser blockers hide the Pixel. Conversions API fixes much of this.
Offline sales. A lead who buys later on a call is invisible unless you send the sale back.

A 10 to 20% gap is common. A much bigger gap points to broken tracking.

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