Free tool

Facebook ads conversions not matching: find the cause

Answer three short questions about the size of the gap and your setup, and see the likely cause of the mismatch.

Meta and your store or analytics rarely agree exactly. Most gaps come from different definitions, such as dates, time zones, attribution windows and the event chosen. Larger gaps point to events counted twice, when Meta shows far more, or events missing, when it shows far fewer. This tool uses your answers to rank the causes. For the full reconciliation steps, see conversion tracking not matching.

What is wrong?What does the delivery status say?Is the payment method working and the account in good standing?Do you use a bid cap or cost cap, or is the audience very narrow?Did cost rise in many of your accounts at the same time?What changed recently in this account?Which number moved most?Have you tested the conversion yourself, a test purchase or lead?How many link clicks has it had with no result?Has the ad set run for over a week without big edits?How do the numbers differ?Do you send events from both the browser and the server?Are you comparing the same dates, time zone and event?What do you see?Is it one ad or the whole account?Is frequency rising?Is click-through rate falling?What kind of audience is it?

Most likely cause-

Also worth checking-

Check these first

How it works

Pick the symptom closest to what you see.
Answer the short questions. Choose Not sure when you do not know, it adds nothing.
Each answer adds weight to the causes it points to. The heaviest ones become your shortlist, with checks and guides.

How to use the result

Treat the result as a shortlist, not a verdict. Run the first check before you change anything, change one thing at a time, and give each change time before judging. If the first cause is ruled out, move to the next one.

Common questions

How does this tool decide?

Each answer adds weight to the causes it points to, and the causes with the most weight are listed first. There is no AI and no guessing: the rules are fixed and match our troubleshooting guides.

Does it need my ad account?

No. It only uses your answers, runs in your browser, and sends nothing to us.

What if two causes look equally likely?

Check them in the order listed, starting with the cheapest check. Change one thing at a time so you can tell what worked.

Ad delivery Learning limited Frequency Facebook Ads Not Delivering: Every Cause and How to Fix It Facebook Ads Cost per Result Too High: How to Diagnose and Fix It Meta Ads Spending but No Conversions: Causes and Fixes

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Where the time goes for an agency running 4 Meta ad accounts

Checking every account, every day

22h

Cofoundr: Morning Intelligence

Working out what changed and why

44h

Cofoundr: Wasted Spend Detective and Account Health Score

Building client reports

28h

Cofoundr: Automated Client Reports

94ha month, about 12 working days

Scenario: 15 minutes of checking and 30 minutes of diagnosing per account per day over 22 working days, plus 2 reports per account at 3.5 hours each. Your numbers may differ.

Everything in Cofoundr:Morning Intelligence Wasted Spend Detective Account Health Score Automated Client Reports Alerts and Autopilot Creative Diagnostics Hadya AI MCP for Meta Ads Client Workspace