12 Reasons Why Facebook Under or Over Reports Conversions in Ads Manager

Brad Redding shares 12 reasons why he sees Facebook under or over reporting conversions. Details include day-of-conversion attribution nuance, reporting changes, tracking issues/bugs, and third party apps or checkouts.

Show Notes

Brad Redding (Connect on LinkedIn and Twitter) shares 12 reasons why he sees Facebook under or over reporting conversions. Details include day-of-conversion attribution nuance, reporting changes, tracking issues/bugs, and third party apps or checkouts. 

Under Reporting:

1. Attribution Window & Conversion Value Reporting Differences
2. Short Windows & Reporting Delays
3. Recent Events UI does not show iOS events
4. Missing fbc or other advanced matching parameters
5. Post purchase upsells not configured
6. Offsite checkouts missing CAPI
7. Facebook's own disclaimer 

Over Reporting:

1. Attribution Window & Conversion Value Reporting Differences
2. No deduplication 
3. Duplicate events
4. SPAM events
5. Offline conversion events API

Enjoy!

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Links Referenced:

https://www.getelevar.com/

Elevar Knowledgebase Article

Common Thread Collective article on iOS14 and Facebook Analysis

Post Purchase Tracking on Shopify

What is Conversion Tracking Playbook?

Accelerate your eCommerce growth and become an analytics and tracking expert. Join Elevar's Founder & CEO, Brad Redding, as he discusses how to address data collection issues that D2C brands face today. Plus you'll learn real world examples of transforming data into insights to help your business grow faster.