If you run paid media, you already know the feeling. Google Ads says you drove 400 conversions last month. Meta claims another 250. Microsoft adds 60 more. Add them up, and you’ve apparently sold to 710 people. But your finance team’s report says only 480 sales hit the bank. So who’s lying? Nobody. Most people assume the numbers are wrong. Ad platforms almost always report more conversions than your business records. Platforms report higher numbers because they count conversions differently. Once you understand those counting methods, the apparent contradiction becomes much easier to interpret and use. Start with the incentive Here’s the…
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