Meta Ads reporting
Joined up to everything else.
Meta reports conversions GA4 will never see, using a window GA4 does not apply, dated to a day GA4 does not use. That is the entire reason the two never match, and it is not a tracking fault on either side.
The connection
What we read from Meta Ads.
Read-only, via one-click oauth. Nothing is created, edited or published back into your account.
Access requested: Partner access at Analyst level on the ad account. Analyst cannot edit or spend.
- Spend
- Impressions
- Clicks
- Conversions
- Campaign and ad set breakdown
- Reach and frequency
Read it alone and it misleads you
View-through conversions are invisible to everything else
Meta's default attribution is 7-day click plus 1-day view. That view-through half counts people who saw an ad, did not click, and converted within a day. GA4 has no way of knowing that impression happened, so it attributes the same sale elsewhere, usually to direct or organic. Meta also dates conversions to the ad impression rather than the purchase, and post-ATT a share of reported conversions are statistically modelled rather than observed.
This is not a fault in Meta Ads and it is not something a connector fixes. It is why a number from one platform should never be read on its own, and why the platforms never agree with each other.
Once it is joined up
Questions you can finally answer.
- How much of Meta's reported return survives contact with your CRM
- The size of the gap between Meta and GA4, tracked over time rather than argued about monthly
- Whether Meta is genuinely incremental or claiming credit for demand you already had
Every one of those needs your CRM connected as well, because Meta Ads cannot see what closed. That usually means HubSpot, Salesforce or GoHighLevel.
Common questions
Meta Ads reporting, answered
Why does Meta report more conversions than GA4?
Three reasons stacked: Meta counts view-through conversions GA4 cannot see, it uses a 7-day click window where GA4 credits the last non-direct click, and it dates conversions to the impression rather than the sale. Each alone would cause a gap. Together they routinely cause a large one, and neither platform is lying.
Which number should I believe?
Neither in isolation. The number worth managing against is blended: total spend across every channel against revenue that actually landed in your CRM or checkout. Platform-reported return is useful for deciding which ad to turn off, not for deciding whether marketing worked.
Can you turn off view-through attribution?
That is a setting inside Meta rather than something we change. What we do is show Meta's claim next to what your CRM recorded, so the size of the difference is visible instead of theoretical.
Other paid connections
See Meta Ads next to everything else.
The live demo runs on real connected data, with no login. It will show you the joined-up version faster than this page can describe it.