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:
- Attribution Window & Conversion Value Reporting Differences
- Short Windows & Reporting Delays
- Recent Events UI does not show iOS events
- Missing fbc or other advanced matching parameters
- Post purchase upsells not configured
- Offsite checkouts missing CAPI
- Facebook's own disclaimer
Over Reporting:
- Attribution Window & Conversion Value Reporting Differences
- No deduplication
- Duplicate events
- SPAM events
- 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
