Why don’t the conversions and clicks match? 

Clicks and conversions are tracked differently. A click happens when someone clicks your ad, but a conversion only counts if the landing page fully loads and the tracking pixel fires. If someone clicks and leaves before the page loads, only the click is counted.

The pixel might be missing. If the conversion tracking pixel isn’t placed on the correct landing page, conversions won’t be recorded even if users are clicking and taking action.

Redirects can cause issues. If your landing page automatically redirects to another page without the pixel on it, the platform won’t count a conversion—even though a click was recorded.

Users may bookmark the page. Someone might click your ad, like what they see, and bookmark the page. They may return later and convert multiple times from that bookmark, resulting in more conversions than clicks.

Browser or cookie settings can block tracking. If a user’s browser blocks cookies or tracking scripts, the platform may record the click but miss the conversion.

Mobile tracking is harder. Mobile devices handle cookies differently, so conversions are harder to track than on desktop. This is common for campaigns that target mobile users, like Device ID or Microproximity.