Difference in number of conversions between Facebook Ads and Meritto Reports
Overview
When comparing conversion numbers between Facebook Ads and Meritto Reports, you may encounter discrepancies caused by differences in attribution models, tracking mechanisms, and data processing methods.
Facebook Ads tracks conversions based on view-through attribution and click-through attribution within a predefined attribution window. Any action taken by a user, such as purchasing a product or filling out a form, is credited to the ad if it occurs within the selected timeframe after viewing or clicking on the ad.
By default, Facebook Ads uses a 1-day view and 28-day click attribution window, meaning it attributes conversions to ads if they occur within:
1 day of someone viewing the ad.
28 days of someone clicking the ad.
In contrast, Meritto attributes conversions based on the actual time of form submission or lead creation, which may lead to mismatches in reported conversion counts.
This article explains the key differences, potential causes of discrepancies, and best practices for aligning data between Facebook Ads and Meritto.
Plan & Permissions
Before starting, have you checked all the prerequisite permissions to integrate Facebook Ads with Meritto?
Core Functionalities
Attribution Model Differences: Facebook Ads vs. Meritto Reports
Facebook Ads uses a last-touch attribution model where conversions are attributed to the most recent ad interaction (either a click or view) within the defined attribution window.
Case Example:
Day 1: User views Ad 1 but does not convert.
Day 7: User clicks on Ad 2 and visits the website but does not convert.
Day 30: User returns via organic search and completes the form.
✅ Facebook Ads Attribution: Conversion is attributed to Ad 2 based on the last click within 28 days.
✅ Meritto Report Attribution: Conversion is logged based on the actual date of form submission.
📢 Suggestion:
To minimize discrepancies, shorten the attribution window in Facebook Ads and align it with Meritto’s tracking logic.
UTM Parameter Errors: Misconfigured or Missing UTMs
If UTM parameters are misconfigured, broken, or missing in your Facebook Ads, Meritto cannot correctly map conversions to the corresponding campaigns, leading to mismatched data.
Broken or Incorrect UTM Parameters
When UTMs are improperly configured, Meritto cannot attribute leads correctly to the corresponding source.
Solution: Use an online UTM builder tool to avoid errors.
👉 Google Campaign URL Builder
- Missing UTM Parameters in Campaigns
If some ads do not have UTM parameters assigned, Meritto cannot track conversions correctly.
Leads with UTM parameters: Appear in the Publisher/Other Campaigns section.
Leads without UTM parameters: Appear in the Paid Campaigns section.
Case Example:
Running 8 ads in Facebook Ads, but only 6 have UTMs configured.
The 2 ads without UTMs create a discrepancy between Facebook Ads and Meritto conversion counts.
Tip: Always include UTM parameters for all Facebook Ads to ensure accurate tracking in Meritto.Conversion Tracking Code Misplacement
To accurately track conversions, the Facebook Pixel tracking code should be placed on the Thank You Page where the conversion occurs.
Misplaced Conversion Tracking Code
If the tracking code is placed on the landing page instead of the Thank You Page, each visit may be counted as a conversion.
This results in inflated conversion counts in Facebook Ads compared to Meritto reports.
Case Example:
The Facebook Pixel is placed on the landing page.
Every ad click registers as a conversion, leading to inflated numbers in Facebook Ads.
✅ Best Practice: Always position the Facebook Pixel on the Thank You Page to prevent false conversions.
Date and Time Discrepancies Between Facebook Ads and Meritto
Facebook Ads records conversions based on when the ad click or view occurred, while Meritto records conversions when the form is actually submitted.
Case Example:
Ad Click: User clicks on Ad 1 at 11:55 PM but does not fill the form.
Form Submission: User completes the form at 00:55 AM (next day).
Facebook Ads Record: Conversion recorded for the previous day.
Meritto Report: Conversion logged on the current day.
Tip: Double-check date ranges when comparing Facebook Ads and Meritto reports to account for these timing differences.Attribution Window Settings in Facebook Ads
The attribution window in Facebook Ads controls how long after a user interacts with an ad the action is credited to that ad.
Default Attribution Window:
1-day view: Actions occurring within 1 day of viewing the ad.
28-day click: Actions occurring within 28 days of clicking the ad.
Changing Attribution Window:
To change the attribution window:
Go to Settings from the main menu.
Click Edit under Attribution.
Select your preferred attribution window.
Recommendation: Set a shorter attribution window (e.g., 1-day click) to reduce conversion mismatches between Facebook Ads and Meritto.Conclusion
Discrepancies between Facebook Ads and Meritto Reports occur due to differences in attribution models, UTM misconfigurations, conversion tracking errors, and timing discrepancies. By addressing these factors and following best practices, institutions can minimize conversion mismatches and maintain data consistency.
For institutions using Meritto CRM, aligning Facebook Ads attribution settings with Meritto’s tracking logic ensures accurate lead attribution, improves campaign performance, and facilitates data-driven decision-making. A structured approach to UTM usage, conversion tracking, and attribution window configuration can significantly enhance the accuracy of reported conversion counts.
✅ By implementing these best practices, institutions can achieve more reliable conversion tracking and optimize their digital marketing strategies effectively.
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