Conspiracy theories are frequent amongst advertisers. Once I’m requested about whether or not Meta could make up conversions, I’ve a fairly commonplace response:
The chance that there’s an affordable rationalization for inflated outcomes is approach greater than the chance Meta is mendacity.
Affordable Explanations
The record of potential cheap explanations that will clarify your inflated outcomes is an extended one…
1. It could possibly be an occasion setup downside. Is the occasion firing in locations it shouldn’t be?
2. It could possibly be an attribution quirk. Do you’ve members of your workforce engaged on affirmation pages that fireside the pixel each time they load? In the event that they see your advert and later fireplace a affirmation web page, conversions may be reported.
3. It could possibly be a deduplication difficulty. Are you sending each CRM and net occasions, and are you counting them twice?
4. It could possibly be an interpretation of outcomes difficulty. The Outcomes column displays your whole attributed conversions. That would embrace merchandise that weren’t promoted in your advert.
It may additionally embrace a number of conversions by the identical particular person. You should utilize First Conversion to assist isolate distinctive clients.
And it might embrace view-through and 7-day click on conversions that may battle with third-party knowledge. Even 1-day click on outcomes embrace clicks that don’t require a click on in your hyperlink.
Convoluted Outcomes
The outcomes column represents what is definitely a convoluted quantity. Not solely is it straightforward to misread, however its accuracy depends closely on the standard of knowledge you ship Meta.
And that’s why the more than likely rationalization for inflated outcomes isn’t that Meta is randomly making up numbers to make them look higher. Begin with understanding why the outcomes are what they’re and go from there.
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