The below video is an example on a small scale what it looks like when Facebook mis-fires sales and over-reports and how you should handle this situation for optimizing your ads:
There are 2 major reasons why this is happening:
1) Facebook Inflating Their Numbers using "Statistical Modeling"
Facebook is doing everything they can to "inflate" the numbers inside their ads manager because of frustrated advertisers.
Facebook is inflating their numbers by estimating sales through modeling statistics. You will actually see this inside your ads manager if you hover over "Results" tab in Facebook:
Here is a link to the full article on Facebook's website about how they use statistical modeling.
This statistical modeling makes it nearly impossible to scale your ads and increase your ROAS because you could be turning off winning ads, ands scaling up losing ads!
With Cometly, you can finally trust that you are scaling the right ads again 😎
2) Facebook "View Through" Attribution (..Yuck 🤢)
Facebook reports ads based on "view through" attribution, so if someone simply "Views" your ad and doesn't even click on it, then that person organically goes to your website and buys - Facebook wants to attribute that as a sale but in reality it shouldn't be an "AD" sale. View through attribution is not best practice for ad tracking.
Cometly ONLY reports on click-through attribution - we do not report sales when someone just "views" the ad because we don't think that should be counted as a sale. Only if they click. This is best practice and the most common way to optimize your ad campaigns.
Cometly is accurate and shows all ad sales where a user actually CLICKS and buys :)
We hope this explanation helps! If you have any questions please reach out to firstname.lastname@example.org