Why does my data does not match with Facebook or Google?

The platform uses a cleaner and a more realistic window of attribution. The reason for the data mismatch with Facebook and Google attribution model is the below –

1. The platform uses Last-click attribution model i.e the conversion is attributed to the last paid marketing channel the user interacted with. This is dissimilar to Facebook’s model which is a first click and view through model that results in higher number of conversions reported. Google also uses last-click attribution but if the last touchpoint was organic then the conversion is attributed as a view through conversion instead of a paid marketing conversion.
2. The platform uses an attribution window of 30-day click; whereas Facebook uses a 1-day view, 28 click default attribution while Google’s default model is the last click within 30-days.

Scenario 1 (within 28-days)

The first click by a user is on a Facebook ad

Second click via Google ad

Third click via organic

Channel	Transaction Count
Facebook	1
Google	0
Online Sales Dashboard	1 (attributed to Google)

Scenario 2 (within 28-day)

The first click organic

Second click Google ad

Third click via Facebook ad

Channel	Transaction Count
Facebook	1
Google	0
Online Sales Dashboard	1 (attributed to Facebook)

Scenario 3 (within 28-day)

The first and last click organic

Channel	Transaction Count
Facebook	0
Google	0
Online Sales Dashboard	0

Scenario 4 (within 28-day)

The first click is a Facebook ad

Second click is organic

Channel	Transaction Count
Facebook	1
Google	0
Online Sales Dashboard	1 (attributed to Facebook)