Why do my conversions look too good?
Inflated ad conversions: the short answer
Ad platforms inflate conversions in two ways. Meta and Google both claim the same order, so their totals add up to more than your backend recorded. Meta also counts view-throughs from people who scrolled past an ad and bought later. Take only spend from the platforms and build attribution on your own reconciled data.
Inflated ad conversions, in detail
Your conversions look too good because the ad platforms are inflating the numbers in two separate ways.
The totals problem: Meta and Google are both claiming credit for the same orders. When you add up what each platform says it drove, the sum is usually higher than what your backend actually recorded. A single customer sees your ad on Instagram, then searches your brand on Google and clicks, then buys-one sale. But Meta counts it as a Meta conversion through its 7-day click and 1-day view window, and Google counts it as a Google conversion. Neither platform knows about the other, so the same ₹1,000 order shows up twice on your dashboards.
The per-channel problem: On top of double-counting, Meta claims credit for view-throughs-someone scrolls past your ad without clicking, then buys hours later through another channel, and Meta still records it as its own conversion even though it can't prove the ad was actually looked at.
The fix isn't to make the numbers match-they're not supposed to. Take only your spend from the ad platforms, build attribution in-house on your own reconciled event data, and treat that as your source of truth.
Inflated ad conversions: where this answer comes from
Inflated ad conversions: further reading
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