Attribution · informational
Meta/Facebook Ads Attribution: Why Numbers Differ
Meta Ads reporting and your independent analytics can disagree because they may use different attribution windows, identity signals, event delivery methods, time zones and deduplication rules.
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The core idea
Start by aligning event definitions and time zones, then compare click/view rules and attribution windows before assuming either system is broken.
What matters in practice
Use UTMs and an independent conversion log to reconcile campaign performance where possible.
Decision rule
The objective is a decision framework you can use consistently, not forcing every dashboard to show the same number.
Tracking principle: Define the business outcome first, then choose the measurement method and software. A sophisticated dashboard cannot repair unclear event definitions or inconsistent campaign naming.