Why are the conversion results in Convbox different from those in Meta/Facebook?
Many users, when first reviewing their Meta performance reports in Convbox, tend to compare them with Meta’s own reports and might wonder:
“Why does the ROAS or number of orders I see in the Meta Ads Manager appear higher than in Convbox? Is Convbox undercounting?”
Actually, the difference isn’t an error — it’s by design. And it’s exactly where Convbox provides its value.
Let’s break down why the numbers are different, and what they actually mean.
- Meta Includes "View-Based" Conversions (Convbox Doesn’t)
Meta attributes conversions not only when people click your ad, but also when they just see it.
For example:
If someone saw your Meta ad but didn’t click, and later converted through Google Search — Meta may still count that as a conversion from the ad (within their view attribution window).
Convbox only attributes conversions based on actual on-site user actions.
If someone never clicked, Convbox won't consider that order as influenced by Meta.
- Clicking an Ad ≠ The Ad Gets the Credit
Even when both platforms look at click-based conversions, results may still differ — and here’s why:
- Meta always credits the conversion to the last ad click.
- Convbox looks at the full customer journey and evaluates based on different attribution models.
Let’s say a customer clicks on a Meta ad, but then doesn’t convert right away. A few days later, they come back via another channel and place an order.
Meta says: “That was my click, that’s my conversion.”
Convbox says: “We need to look at all touchpoints before deciding who deserves the credit.”
So in Convbox, Meta might get fewer conversions — because some are credited to other, later channels.
However, Convbox still shows Meta’s role via Impacted Orders, where Meta was involved but not the final driver.
- User Tracking Methods Are Not the Same
Even after adjusting for attribution logic, differences can remain — because each platform sees the user journey differently.
Meta relies on third-party tracking (e.g., Facebook Pixel), which can be blocked or limited (especially on iOS or in the EU).
Convbox uses first-party tracking + cloud-based enhancements, meaning it can often recover more user touchpoints.
Is it possible Convbox Show More Conversions Than Meta?
Yes — though it's rare.
It usually happens in privacy-sensitive environments like:
- iOS users with tracking blocked
- GDPR regions like Europe
- Browsers with strict privacy settings
Meta’s Pixel might miss these users entirely. But Convbox, using first-party data and server-side tracking, might still identify them — and correctly link them to your Meta ad.
👉 You can click into specific orders in Convbox reports to see the full journey and why it was attributed to Meta.In Summary
Diff | Meta | Convbox |
|---|---|---|
View attribution | ✅Included | ❌ Ignored |
Click attribution | ✅any ad click will count | ✅ full path, uses flexible models |
User Behavior Tracking | Third-party Pixel | First-party + cloud tracking |
Transparency | Final numbers only | Full path & detailed touch points |
In the end, it's not about who's "right" or "wrong."
It's about understanding that Meta and Convbox have different goals and perspectives. Convbox isn’t here to copy Meta’s data — it helps you see the real drivers behind your conversions, with context and clarity.
If you've gone through all the above and still can't align the data, feel free to contact the Convbox support team to get troubleshooting.
Updated on: 17/09/2025
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