Why is my Meta results in ProfitPeak so low compared to in-platform?

Why is my Meta results in ProfitPeak so low compared to in-platform?

It’s common to see discrepancies between Meta’s reported performance and the data shown in ProfitPeak. These differences are due to how each platform tracks and attributes conversions.

Here’s why Meta’s metrics may appear inflated:

1. Different Attribution Models

ProfitPeak uses a linear attribution model by default, which means it distributes credit for a sale across all touchpoints (clicks) in the customer journey.

 Example: If a customer clicked three different ads before converting, each ad gets partial credit for the sale in ProfitPeak. In contrast, Meta typically assigns full credit to the last Meta ad the user clicked (or viewed), even if other sources contributed.

 2. Attribution Window Length

ProfitPeak uses an unlimited attribution window, so it can track the full customer journey-even if the conversion happens weeks or months after the first ad interaction.

Meta, on the other hand, uses a 7-day click attribution window (by default), which means it only gives credit to ads clicked within 7 days of the conversion.

 This shorter window can exclude important touchpoints and misrepresent the true customer journey.

3. Click vs. View Attribution

ProfitPeak only attributes conversions to clicked journeys from Meta. It does not include view-through conversions (where someone saw an ad but didn’t click).

Meta includes both click-through and view-through conversions in its reporting, which can inflate performance metrics by crediting ads that may not have directly influenced the purchase.

 Summary

Why This Matters

ProfitPeak provides a more accurate and holistic view of your customer’s path to purchase. It focuses on click-based, multi-touch attribution across a broader window to give you cleaner, more actionable data to optimise your marketing strategy.

The reasons why Meta can inflate performance metrics compared to ProfitPeak are attributed to the following:

• ProfitPeak's default attribution setting is Linear, which means it divides credit of a sale across all touch points (clicks) that the customer has taken in their journey to conversion
• ProfitPeak has an unlimited attribution window that extends far wider than Meta's 7-day attribution. Therefore, Meta doesn't take into account other clicks and spend associated with a customer that has interacted with ads for longer than 7 days.
• ProfitPeak only accounts for clicked journeys from Meta and does not attribute View-through as part of the conversion