Why don't my numbers match across tools?
Efri · 1 min read
Because each tool is measuring its own touchpoint and calling it the cause. That's what they're built to do.
The short versionMeta counts anyone who saw the ad. So they'll never match, and they're not supposed to. Have your own reporting, tied to actual revenue, and let the tools argue with each other.
Meta counts anyone who saw the ad. Your email tool counts anyone who opened. Your analytics counts the last click. One buyer, three tools, three claims.
So they'll never match, and they're not supposed to. Chasing agreement between them is a waste of your week.
Have your own reporting, tied to actual revenue, and let the tools argue with each other.