Facebook Ads Total Conversion Value Mismatching with Purchase Conversion Values -


we e-commerce site , run ads on facebook.

we track conversions using facebook pixel.

when analyzing our ad performance, we've noticed there several metrics tracking conversion values.

we use:

purchases conversion value (facebook pixel) track purchases on our websites.

mobile app purchases conversion value track purchases on our mobile apps (ios/android)

however, noticed metric named total conversion value larger sum of both web , mobile purchases. official definition of total conversion value facebook is:

the total revenue returned conversions or facebook credit spends occurred on website or app. based on value assigned conversion type in pixel code.

using brute force (listing out possible metrics facebook ads manager reports), found discrepancy between total conversion value , sum(purchase conversion value, mobile app purchases conversion value) coming metric named mobile app actions conversion value. here goes official definition:

the total value returned actions occurred in mobile app result of ad.

here question: mobile app actions conversion value?

we scanned our ios/android code , found report conversion value when there purchase , numbers reflected in pcv , mapcv. don't see anywhere in our code report conversion value not associated purchase.

we've noticed mobile app actions conversion value can positive when there no purchase. assume associate events occurred prior or independent purchase event.

here example: conversion value discrepancy

as can see discrepancy can huge total mess our roi calculation. idea on mobile app actions conversion value is? or can find out is?

mobile app actions conversion value, including mobile app purchases conversion value, includes value of other app event reported mobile app, such value of add cart event.

if care purchase events, sum 2 purchase related values mentioned. can ignore total conversion value.


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