Why it happens
Self-attribution
Self-attribution
Google Ads and Meta each credit a conversion to their own last touch in the window. Neither can see the other, so a path with both touches is counted twice.
Meta view and engage credit
Meta credits purchases within a day of an ad view or engagement. Many of those buyers then searched your brand and clicked a Google ad.
Brand search catches demand Meta created
Brand and Performance Max campaigns on Google pick up people who decided to buy after a Meta ad. Google claims the click; Meta claims the view.
Different windows
Google Ads defaults to 30 days after a click, Meta to 7 days after a click. Long consideration purchases fall into both. See attribution window.
How to line them up, step by step
Start from real orders
Take orders or signups from your own backend for 30 days. That is the number both platforms are splitting.
Strip Meta to click only
In Ads Manager use Compare attribution settings and add 7-day click. Compare that column, not the default, with Google Ads.
Separate Google brand from non-brand
In Google Ads split conversions by brand and non-brand campaigns. Brand conversions overlap Meta the most.
Use one neutral view
In GA4 open Advertising, Attribution and compare paid search and paid social under one model, or run a geo or holdout test for the true lift.
Steps checked against Meta Business Help Center: Compare attribution settings; Google Ads Help: About conversion windows; Google Analytics Help: Attribution reports.
Sprites diagnoses this
Sprites diagnoses it
Sprites lines up your Google Ads and Meta conversions against GA4 and shows where they overlap.
What Sprites does
- Pulls Google Ads and Meta conversions per campaign for the same dates in one place.
- Splits Google Ads conversions by campaign, so brand and Performance Max overlap with Meta is visible.
- Breaks GA4 conversions down by source and medium as the neutral third view.
What it doesn't do
- It does not de-duplicate orders across platforms or read your store orders.
- It does not run lift or holdout tests.
Questions
Why do Google Ads and Meta report more conversions than I have sales?
Both count the same order when a buyer touched both. Each platform gives itself full credit and cannot see the other.
Which platform deserves the credit?
Usually both played a part. Meta often creates the demand and Google brand search captures it. Only a lift test tells you how much each one adds.
Should I turn off view-through on Meta?
For reporting comparisons, look at 7-day click. For optimization, keep the default unless tests show click-only performs better.
How do I stop double counting?
You cannot inside the platforms. Use your own orders as the total and an analytics tool or model to split it.
See where it breaks
Connect your accounts. Sprites reads them side by side and shows you exactly where the numbers split.