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are you sure you are looking at the same thing, highly likely you are not

Yup I'm looking at the trial numbers from the time I created the custom conversion on CRM and it does not match with FB numbers. I'm aware that there might be slight difference but what I'm seeing is a 2x difference.

are you looking at numbers in FB events or ad console?

i'm assuming fb one is the higher number?

if thats the case, it could be buggy setup.

Looking at FB events @Niranjan Bala Yup @Aniruddh Jain

happy to take a look 🙂

low hanging fruit: you can check if fb is configured to count every conversion vs unique conversions.

@Sneha Nair Also do a quick check on the attribution of the conversions. The attribution duration might be longer for the campaign.

Thank you so much everyone! I realised the custom conversion was setup as a 'pageview' event type and that's why it was showing the inflated numbers. Thanks @Niranjan Bala for helping out! I've also made a note on rest of your advices and we'll keep that in mind while setting up the campaign.

It’s always the case. It won’t matches with your internal CRM for multiple reasons 1. Ad blockers 2. Privacy shields 3. Cookie policies 4. Attribution window 5. Count vs contacts 6. Duplicated events Check if you have atleast 90% match between FB and GA first? And try to get atleast 70-80% match between FB and CRM

and my personal favourite is looking at different data set altogether (apples vs oranges) 🙂 the only common thing being the date range :)