Why do I see different numbers of conversion in Facebook Ads and NoPaperForms?
A.2 Identify the campaign and compare lead count in Facebook Ads and NoPaperForms using UTM Parameters.
B. If you see a higher number of conversions in Facebook Ads report compared to NoPaperForms report.
C. If you have applied a date filter causing mismatch in data between Facebook Ads and NoPaperForms Report.
If you happened to come across different conversion numbers in Facebook Ads compared to NoPaperForms reports. There could be multiple reasons causing this.
Let’s understand how Facebook Ads track the conversions as there are several “conversion” metrics available.
When the target audience comes across an ad on Facebook, Instagram or the Audience Network, there are several actions that they can take, such as:
A. Watching a video in the ad or
B. Visiting your website or
C. Buying a product.
For actions taken on the ad which you published, such as purchase over the website, Facebook Ads attributes these actions to your ad if they happened within the conversion window which you have set in your ad account.
Note: User actions taken on your ad, such as purchase on the website, are attributed back to your ad if they happen within a certain number of days after someone views or clicks on your ad.
By default, Facebook Ads sets the attribution window as 1-day view and 28-day click, which means attribution is given only when they happened within 1 day of someone seeing your ad or within 28 days of someone clicking on your ad.
Check Attribution Window:
If you change your attribution window to show view and click attribution, then you'll see two columns for each metric:
- one for view-through attribution
- one for click-through attribution.
If someone clicks your ad and purchases a product on your website, that purchase would be reported under click-through attribution. If someone views your ad and then purchases the product, that purchase would be reported under view-through attribution.
In both the views when a click occurs, Facebook Ads only registers the click for purposes of attribution.
Facebook Ads uses a last-touch attribution model. You can set your attribution window or time window for which you want to see the count of actions people took after clicking or viewing your ads, which affects the results you see for your ads
Below is a screenshot from where you can change the attribution model.
To change the attribution window in Facebook Ads you have to use the following steps:
- Navigate to Settings from the main menu
- Click Edit under Attribution
- Select your preferred Attribution Window.
Recommendation: To decrease the mismatch of conversion counts between Facebook Ads and NoPaperForms recommendation are provided below.
- Always keep the Facebook Ads attribution window as short as possible to decrease the mismatch counts of Facebook Ads and NoPaperForms reports.
- You can set it minimum as 1 day and by default it as 1-day view and 28-day click.
A.1 How to make UTM Parameters for Marketing Campaigns?
When a UTM parameter is wrongly created or broken, they won't be able to find the leads in NoPaperForms reports against that particular source and conversion count will mismatch in Facebook Ads Conversion and NoPaperForms reports.
For Building UTM Parameters you can use any online tool to avoid mistakes.
Online Tool to create UTM parameter:
A.2 Identify the Campaign and Compare Lead Count in Facebook Ads and NoPaperForms using UTM Parameters:
Reason: User might miss to use the UTM parameters in some of the campaigns and when leads are checked in NoPaperForms reports with that specific source you would see discrepancy shown between Facebook Ads and NoPaperForms reports.
Case Example: You are running around 8 Ads on Facebook Ads and you have created UTM parameters for 6 Ads but you forgot to create the UTM for the newly added 2 Ads that would cause a mismatch in conversion count.
Note: We encourage the use of UTM parameters along with your ads for better analysis of specific ads in NoPaperForms reports.
B. Case: If you see a higher number of conversions in Facebook Ads report compared to NoPaperForms report
Reason: conversion tracking code is not placed on the appropriate page where conversion is taking place.
Case Example: Facebook Ads tracking script should be placed on the thankyou page where conversion is taking place. Sometimes ad-makers make a mistake of placing it in the landing page associated with the ad, so when someone landed on the page that happens, every click would count as conversions thus showing a higher number in Facebook Ads reports than in NoPaperForms reports.
C. Case: If you have applied a date filter causing mismatch in data between Facebook Ads and NoPaperForms report
Reason: There could be a mismatch in Facebook Ads and NoPaperForms Report as Facebook Ads shows the conversion at a different time when the impressions/clicks took place while NoPaperForms shows a different time and date when someone completes the registration.
If a prospect lead searches for Targeted Keyword on Facebook and clicks on Ad1 at 11:55 PM but does not fill the lead detail and goes to some other website to gather more information and comes back after an hour at 00:55 AM finally filling the lead capture form thus completing registration, In this case, Facebook Ads will show conversion for yesterday whereas in NoPaperForms report it will show that conversion happened today because user filled the form at 00:55 AM and day is changed here.