Start with what each number means
A store order count describes transactions recorded by your commerce platform. An ad platform conversion count describes events that meet that platform's reporting and attribution settings. A conversion event sent successfully is another number again: delivery confirms a handoff, but does not guarantee that an ad platform credits the purchase to an ad.
Imagine one customer clicks a Meta ad, later clicks a Google ad, and places one order. Depending on the reporting settings and available signals, both networks might claim that purchase. Adding their conversion totals can therefore exceed your store's orders without proving that your checkout created duplicate transactions.
Make the comparison fair
Before investigating a discrepancy, write down exactly what you are comparing. A daily total is difficult to reconcile if one report uses a different timezone, a different purchase definition, or a different attribution window. Recent results can also change as events arrive and reports update.
- Use the same store, date range and timezone wherever the reports allow it.
- Confirm that the selected conversion action represents purchases, rather than checkout starts or another event.
- Check whether each report includes cancelled, unpaid or refunded orders.
- Record each ad platform's attribution settings, including eligible click or view interactions.
- Compare a settled period as well as today, so reporting delays are easier to recognize.
Trace one real order through the system
Choose a recent order with a known order ID and follow it from the store into your tracking tool. This separates a missing purchase event from an event that arrived but has limited attribution evidence.
In WeProfit, inspect the order, its attribution confidence and its network delivery statuses. The product connects browser activity with platform or signed server order events. Its matching methods include cart attributes, checkout tokens, email matching and landing-page signals. Labels such as exact, strong and inferred describe the evidence available for that link. They are not a promise that every ad platform will report the same result.
- Missing order: check the store connection and whether tracking is active.
- Order present, weak attribution: inspect the available browser, checkout and landing-page signals.
- Delivery pending or failed: inspect the destination connection and delivery log.
- Delivery sent, conversion absent in the ad report: check the destination's reporting settings and allow for processing.
| Finding for an example order | What it means | Next step |
|---|---|---|
| Order A exists in the store but not WeProfit | A collection checkpoint is missing | Check connection, paid/order state and installation. |
| Order B exists with inferred attribution | Only order-level source evidence was available | Inspect the landing URL and missing session identifiers. |
| Order C has a destination error | Collection succeeded but delivery did not | Use the error and trace ID to review destination configuration. |
| Order D was delivered but not credited to an ad | Acceptance alone does not establish ad attribution | Review the selected action, attribution rules and reporting dates. |
Check the setup before adding more pixels
Overlapping browser pixels, plugins and server integrations can create multiple purchase submissions. List the tools that send purchases to each destination before installing another one. WeProfit uses deterministic purchase event IDs and deduplication, but an independent sender still needs compatible identifiers and configuration.
For Google, WeProfit can upload purchases to Google Ads from its server and send events to Google Analytics 4. If you also import purchases from Google Analytics 4 into Google Ads, keep only one primary purchase action, or Google Ads can count each sale twice. For campaign detail inside WeProfit, apply the network’s WeProfit URL template to your ads. Consent choices and missing browser identifiers can still limit the evidence available.
Use discrepancies to choose the next check
A difference is a starting point for investigation. Reconcile store orders, inspect delivery, and then evaluate attribution. This sequence helps you address a real collection problem without treating every reporting difference as lost revenue or broken tracking.