What’s the difference between the Facebook Ads metric “Website Conversion Value” and “Website Purchase Conversion Value?” A heart attack, initially. 🙂 I kid. You see, when you go in to analyze the performance of your Facebook Ad in terms of generating sales to your eCommerce website, you need to go in and click the blue “plus” (+) icon to the right of your columns and “Modify Columns,” then you always need to add two columns. 1. Return on Ad Spend. 2. Website Purchase Conversion Value. You see, if you add “Website Conversion Value” you get a MUCH BIGGER NUMBER, that does not represent your actual eCommerce Sales, but rather an arbitrary potential number defined by your Facebook Tracking Pixel Set-up. If you want to customize this more mid-funnel number, it’s not a bad idea, here is some discussion. But you don’t have to do anything, you just have to add the correct column. 🙂 Hit me up with any questions on Facebook Advertising at paul@datadriven.design.