Diagnostic answer
Why does Meta revenue differ from store revenue?
Meta-attributed purchase value and store revenue answer different questions. Attribution windows, channel credit, timezones, conversion delays, refunds and event quality can all produce a difference. Neither total should silently replace the other.
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What to check, in order
- Write down each metric’s definition, account/store scope, timezone, currency and observation window.
- Compare orders and events using the identifiers available to you. Check duplicates, missing events and refund treatment.
- Separate channel-attributed revenue from all-channel store revenue; avoid adding overlapping attribution totals.
- Use the appropriate measure for the decision. A reconciliation difference is not automatically wasted spend or fraud.
A worked example
Illustrative example, not a customer result. Illustrative example: a store can recognize $10,000 across all channels while Meta attributes $6,000 within its selected window. Those totals need not be equal.
What this answer cannot establish
This guide cannot diagnose an account without its evidence, establish causal lift or guarantee savings. A valid zero is different from missing data. When inputs are incomplete, check permissions, collection status and the observation window before changing the account.
Your next step
Understand measurement scope. To see the product’s presentation with synthetic data, open the sample demo.
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