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Likely cause: Upstack and Meta use different attribution models. Meta defaults to 7-day click / 1-day view attribution, meaning it credits a conversion to an ad if the user clicked within 7 days or viewed within 1 day. Upstack uses a last-touch model by default, which credits the most recent touchpoint regardless of platform. How to reconcile:
  1. Understand that these are fundamentally different measurements — neither is “wrong.”
  2. In your Upstack dashboard, go to Analytics → Attribution and note which model is active (last-touch, first-touch, or linear).
  3. In Meta Ads Manager, click Columns → Customize and check the Attribution setting at the bottom. Note the click and view windows.
  4. Common reasons Upstack shows more conversions than Meta:
    • Upstack attributes organic and direct conversions that Meta doesn’t claim.
    • Meta’s attribution window may have expired for some conversions.
  5. Common reasons Upstack shows fewer conversions than Meta:
    • Meta uses view-through attribution — Upstack’s last-touch model won’t credit an ad the user only saw but didn’t click.
    • Meta may attribute the same conversion to multiple campaigns (especially with overlapping audiences).
  6. For the closest comparison, set Meta to 7-day click only (disable view-through) and compare with Upstack’s last-touch model.
Small discrepancies (5–15%) between platforms are expected and normal. If you’re seeing discrepancies greater than 20% consistently, contact support with screenshots and the attribution model configured in each platform.
Still stuck? Contact support@upstackdata.com with your Pixel ID and a description of the issue. We typically respond within a few hours.

Attribution and reporting

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