Discrepancy between Facebook Ads and Google Analytics conversion tracking

Other Questions Google Analytics
1

Hello everyone,

I’m having trouble matching conversion data between Facebook Business Manager and Google Analytics. When I look at my Facebook campaigns, they show conversions happening. I’ve examined the attribution windows - both 1-day view-through and 28-day click-through conversions.

The 28-day click conversions should appear in my Google Analytics since these users actually clicked my ads and came to my site with UTM parameters. However, when I check Analytics for campaign sessions or source/medium reports, I don’t see any conversions attributed to my Facebook campaigns, even over extended date ranges.

I work in insurance and my Facebook Pixel runs in core mode due to compliance requirements. This means URL parameters get stripped away and tracking only works at domain level instead of specific page URLs. Could this be causing my reporting discrepancies?

Has anyone dealt with similar tracking issues? Any suggestions would be helpful. Thanks!

2

Had this exact problem running financial services campaigns. Core mode is definitely hurting you, but there’s another issue most people overlook. Facebook and GA4 count conversions completely differently - Facebook attributes based on ad interaction while GA4 defaults to last-click attribution. Your Facebook pixel in core mode also delays data processing, sometimes up to 72 hours. I got better results adding Conversions API alongside the pixel, though compliance might block this for you. Also check if your UTM parameters are getting stripped before Analytics fires - happened to me when our compliance scripts loaded too early on the page.

3

totally understand! core mode can mess up tracking big time. make sure ur UTM parameters are set up right. compliance can really complicate things, right? good luck!