Why Meta and Google Attribution Numbers Differ

Why ad platforms can claim overlapping credit for the same conversion and how to reconcile reporting.

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Meta and Google can both claim credit for the same order because each platform observes its own touchpoints and applies its own attribution logic, identity signals and windows. Adding the two dashboards together can therefore overstate unique conversions.

Reconcile from a source of truth

Start with actual orders, qualified leads or closed revenue. Then compare each platform’s claims against that outcome set using consistent dates, timezone, attribution windows and campaign tagging.

What independent attribution adds

A third-party layer can provide one cross-channel methodology, but it still represents a model. Use it to make reporting more consistent, not to pretend uncertainty has disappeared.

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