Why does Meta report more conversions than Google Analytics?

Meta uses 7-day click attribution (vs Google's last-click) and counts view-through conversions. Together these inflate Meta's numbers 15-30%. Use 1-day click for apples-to-apples comparison.

Should I turn off view-through attribution?

Don't turn it off entirely — it captures real awareness value. Run reports with and without view-through to understand the gap. If view-through exceeds 40% of conversions, true ROAS is 20-30% lower than reported.

What are Meta's modeled conversions?

After iOS 14.5, Meta can't track all conversions via pixel. It estimates missed conversions statistically, adding ~10-15% to reported numbers. Directionally accurate but not exact — cross-reference with CRM data.

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Meta Ads Attribution Models Explained

Last updated: April 5, 2026

Meta's default attribution window is 7-day click and 1-day view, meaning it claims credit for conversions up to 7 days after a click or 1 day after a view. This default over-reports conversions by 15-30% compared to last-click models. Understanding attribution is critical for accurate ROAS measurement.

Key Takeaways

✓Meta's 7-day click / 1-day view default over-reports conversions by 15-30%
✓1-day click attribution is most conservative and comparable to Google Ads reporting
✓View-through conversions account for 20-40% of Meta's reported conversions

The Short Answer

Attribution determines which ad gets credit for a conversion. Meta's 7-day click window: someone clicks Monday, buys Friday — ad gets credit. The 1-day view window: someone sees (doesn't click) your ad and converts within 24 hours — Meta still claims it. This is generous — 15-30% of reported conversions wouldn't appear under last-click models. Use 1-day click for conservative numbers closer to Google Analytics.

Attribution Windows and When to Use Each

7-day click / 1-day view (default): Best for most advertisers, captures full path but includes some inflation. 7-day click only: Removes view-through, use when you suspect over-counting. 1-day click only: Most conservative, best for comparing against Google on equal footing. Post-iOS 14.5, Meta also uses modeled conversions to fill data gaps — adding another 10-15% to reported numbers beyond actual pixel data.

How AutoAdy Helps with Attribution

AutoAdy shows performance across multiple attribution windows simultaneously. It flags campaigns where view-through exceeds 40% of conversions — a sign reported ROAS may be inflated.

Data From AutoAdy

•Multi-window attribution comparison shows 1-day click vs 7-day click side by side
•View-through inflation detector flags campaigns where views exceed 40% of conversions
•Cross-platform gap analysis comparing Meta-reported vs actual CRM conversions

Sources

Meta Business Help Center: About Attribution Settings (business.facebook.com)
SegmentStream 2025 Cross-Channel Attribution Study (n=500 e-commerce brands)

FAQ

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