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Why Doesn’t My 3rd Party Click Tracking Match My Facebook Data?

The discrepancy between third-party click tracking and Facebook is normal and expected. This is due primarily to the fact that Facebook has the ability to track both linear and nonlinear conversions in Facebook across all devices, unlike third-party platforms that can only see linear conversions. 

Additionally, Facebook conversion tracking also tracks how your customers move between devices before they convert, which is important because cross-device conversions from ads are common and underreported by 3rd party platforms.

To support Facebook reporting as much as possible, SteelHouse uses a 28-day window for views and a 28-day window for click-through.

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