Are there any discrepancies between our internal tracking and Facebook's reporting?

While it is possible to experience discrepancies between internal tracking and Facebook's reporting, these differences are usually due to various factors, such as differences in attribution models, data collection methods, and reporting timeframes.

Here are some common reasons for discrepancies between internal tracking and Facebook's reporting:

1. Attribution models: Internal tracking and Facebook may use different attribution models to assign credit for conversions. For example, internal tracking might use a last-click attribution model, while Facebook may use a more complex model that considers various touchpoints in the user journey.
2. Data collection methods: Internal tracking and Facebook might collect data using different methods. For instance, internal tracking might rely on cookies, while Facebook might use a combination of cookies, device IDs, and login information. These differences can lead to discrepancies in user counts, conversion data, and other metrics.
3. Reporting timeframes: Discrepancies can also arise due to differences in reporting timeframes. For example, internal tracking might report data in real-time, while Facebook's reporting may have a slight delay. Moreover, Facebook's reporting is typically based on Pacific Time, which can cause discrepancies if your internal tracking uses a different timezone.
4. Sampling: Facebook's reporting might be based on sampled data for large datasets or extended reporting periods, which can lead to discrepancies compared to your internal tracking that might report on every individual event without sampling.

To minimize discrepancies between internal tracking and Facebook's reporting, it's essential to ensure that both systems use consistent attribution models, data collection methods, and reporting timeframes. Regularly reviewing and reconciling data between the two systems can also help identify and address any discrepancies that may arise.

However, I must clarify that I don't have access to your specific internal tracking system or Facebook's reporting data, so I cannot provide a definitive answer regarding any discrepancies between the two. It's always a good practice to maintain open communication with your advertising platform representatives to address any data discrepancies or concerns.