> ## Documentation Index
> Fetch the complete documentation index at: https://docs.upstackdata.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Missing sales in Facebook reports

> Facebook reporting lags up to 48 hours, uses 7-day-click attribution, and misses ad-blocked or cross-device purchases — common reasons Meta shows fewer sales than your store.

There are several reasons you may not be seeing all sales in Facebook (Meta) reports:

## 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](/troubleshooting/upstack-meta-conversions-dont-match) — it covers attribution-window and match-rate causes in depth.

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**Still stuck?** Contact [support@upstackdata.com](mailto:support@upstackdata.com) with your Pixel ID and a description of the issue. We typically respond within a few hours.