Seeds
How do I reconcile GA4 and Meta Ads Manager data?
Reconciliation requires a shared key and a neutral arbiter. Use the WooCommerce transaction ID as the shared key — send the same order ID to...
Why does GA4 show fewer conversions than Facebook?
GA4 shows fewer conversions than Facebook because of three structural differences in how each platform counts. First, Facebook includes view-through conversions — purchases by users...
What's a normal variance between platforms?
A 10-30% variance between GA4 and Facebook conversion counts is normal and expected when both platforms receive clean, server-side data. Without server-side tracking, variances of...
Should I match Facebook and GA4 attribution windows?
Can help with comparison: set Facebook to 90-day click to match GA4. But won't achieve perfect alignment—view-through, assisted conversions, data visibility differences remain. Better: accept...
What is last-click attribution?
Credits entire conversion to last traffic source before purchase. User journey: Facebook → Google → Direct → Purchase. Last-click gives all credit to Direct. Ignores...
Why does Facebook show more conversions than GA4?
Facebook counts view-through conversions (saw ad, didn't click, converted within 1 day). GA4 only tracks click-through. Also, Facebook CAPI bypasses ad blockers better than GA4...
What is an attribution window?
Time period after ad interaction where platform counts conversions. Facebook default: 7-day click, 1-day view. GA4 default: 90 days. Same user journey = different attribution...
What are assisted conversions?
Conversions where channel contributed but wasn't last click. User saw Facebook ad, clicked Google ad, purchased. Facebook assisted, Google got last-click credit. Facebook Ads Manager...
How do WordPress plugins fix attribution?
WordPress plugins execute server-side PHP before page renders, capturing UTMs pre-redirect, sending events to platforms regardless of ad blockers. No GTM infrastructure needed. Typical recovery:...
What are view-through conversions?
User sees ad but doesn't click, then converts later. Facebook counts these (1-day view window), GA4 doesn't. Explains why Facebook conversion numbers often exceed GA4—Facebook...
What is a UTM living guide?
Documented standard for UTM naming: approved sources (facebook, google, newsletter), mediums (cpc, email, social), lowercase conventions, campaign structures. Team references guide for consistent tagging. Prevents...
What's the difference between server-side and client-side tracking?
Client-side: JavaScript runs in browser (can be blocked by ad blockers). Server-side: code executes on server before page renders (can't be blocked). Server-side captures events...