ToolsAd claims against your sales

Do Google and Meta claim more sales than you made, or fewer?

For businesses that run Google and Meta ads and keep their own count of sales or leads. Drop your Google Ads campaigns and your Meta export, type your own count, and see the claims of both platforms added up against it. Every sum is shown. It sets their claims against your count, not which ads brought which sale, and it is not advice on your budget.

Sample ad claims

A small business’s ad files and its own count, all made up for this demo

Sales more than they claimed

86.25

From 1 to 30 September 2026 Google Ads claimed 74.75 conversions and Meta 35 purchases, 109.75 between them, but you made 196 sales, so at least 86.25 of your sales got no claim from either.

86.25 = 196 sales you made − 109.75 claimed.

Google’s conversions are every action your account counts as primary, which can include calls and forms.

Those sales may have come without ads, or a pixel or tag may have missed them. Your files cannot say which.

Google puts a conversion on the day of the ad click and Meta on the day the ad was shown, not the day of the sale, so a sale near either end of these dates can fall on the other side.

Their claims against your count

Claimed by Google Ads, conversions6 campaigns added up74.75
Claimed by Meta, purchases17 + 9 + 935
Claimed between them74.75 Google Ads + 35 Meta109.75
Your own count of salestyped by you196

Every row’s claims, the counted ones first

Platform	Campaignor ad set, or ad	What it countedResult indicator	ClaimsConversions, Results	Countedas your sales
Google Ads	Brand - Corley Falls EscapeEnabled	Conversions	20.74	Yes
Google Ads	Performance Max - bookingsEnabled	Conversions	20.16	Yes
Google Ads	Escape rooms - genericEnabled	Conversions	17.21	Yes
Google Ads	Labor Day weekendPaused	Conversions	8.90	Yes
Google Ads	Birthday partiesEnabled	Conversions	5.46	Yes
Google Ads	Team building - corporateEnabled	Conversions	2.28	Yes
Meta	Bookings - sales › Advantage+ audience	Website purchases	17	Yes
Meta	Bookings - sales › Local 25 mi, 21-50	Website purchases	9	Yes
Meta	Bookings - sales › Site visitors 30 days	Website purchases	9	Yes
Meta	New room launch - traffic › Local 15 mi, broad	Link clicks	210	Nonot purchases
Meta	New room launch - traffic › Video viewers 50%	Landing page views	117	Nonot purchases
Meta	Team building - lead form › Office workers 20 mi	Meta leads	6	Nonot purchases
Meta	Bookings - sales › Interests - puzzles and board games	No results	None	Nono results
Google Ads	All campaigns		74.756 campaigns added up
Meta	All rows on purchases		3517 + 9 + 9
Both	Claimed between them		109.7574.75 + 35

What this counts

A claim is a conversion in Google’s Conversions column, or a result in Meta’s Results column of the kind you pick. Each platform counts only its own, so a sale both claim counts twice between them.
Meta counts with the attribution setting in your file, so someone who only saw an ad and then bought can count as its sale.
Your own count is the number you type, for the same dates, from your shop, CRM or booking system.
The figures say how far the claims and your count are apart. They cannot say which claims are wrong, or which sales came from ads.

Also in your files

Meta counted 35 website purchases, which count here, and 210 link clicks, 117 landing page views and 6 Meta leads, which do not.
1 Meta row spent with no results.
Meta’s attribution setting, as your file writes it, is “7-day click or 1-day view” on 6 rows and “7-day click” on 1 row.
Your Google file’s “Total: Campaigns” row spends the same as the campaigns in it added up.
Your Google file’s “Total: Account” row spends the same as the campaigns in it added up, so no campaign is hidden from the table.
1 Google Ads row spent nothing and counted nothing, so it is left out.
1 Meta row spent nothing and counted nothing, so it is left out.

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