Delayed reporting
Facebook reporting is not real-time and can take up to 48 hours to update. A recent sale may simply not have appeared yet.Cross-device attribution
If a customer engages with your ads on one device and purchases on another, Meta may not connect the conversion — the sale happens but isn’t attributed in Facebook reports.Ad blockers and tracking restrictions
Ad blockers and “Limit Ad Tracking” settings prevent Meta from tracking some visitors, so those conversions never reach Facebook reports.Data discrepancies between tracking methods
Running multiple tracking methods (a native pixel plus third-party tools) produces different numbers because each uses different attribution models.Where to go next
If Upstack Data and Meta report different numbers, work through Upstack and Meta conversions don’t match — it covers attribution-window and match-rate causes in depth.Still stuck? Contact support@upstackdata.com with your Pixel ID and a description of the issue. We typically respond within a few hours.