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Why do some sales show on a campaign but not on its ad sets or ads?

A sale goes on an ad only when the link the customer clicked named that ad. When it named only the campaign, the sale counts for the campaign alone.

Why the numbers do not add up

When you open a campaign with the arrow next to its name, its Sales can be higher than the sales of its ad sets added up. The difference is sales TrueROAS could tie to the campaign but not to one of its ads.

TrueROAS reads which ad a sale came from out of the link the customer clicked.

  • When the link holds the ad's ID, the sale goes on that ad. It also counts for the ad's Adset and its Campaign.
  • When the link holds only the campaign's ID, TrueROAS knows the campaign but not the ad. The sale then shows on the campaign row only, on top of what its ad sets add up to.

A Meta link names the ad when it holds one of these:

  • trueroas={{ad.id}}, the TrueROAS tracking code. When it is there, it always wins.
  • ad_id={{ad.id}}. TrueROAS uses it even when the link also holds the campaign's ID.
  • utm_content={{ad.id}} next to the campaign's ID in utm_id or campaign_id, as in the UTM parameters Meta can add to your ads itself.

If {{ad.id}} sits in any other parameter, the sale can end up on the campaign.

Get new sales onto your ads

  1. Add trueroas={{ad.id}} to the URL parameters of each Meta ad, as described in How do I add the TrueROAS tracking code to my Meta ads?.
  2. Publish the change in Meta.

From then on, sales from new clicks on those ads go on the ad row.

Good to know

  • Campaign rows already include these sales. Only the split between ad sets and ads misses them.
  • Adding the tracking code changes new clicks only. Sales from earlier clicks stay on the campaign row.
  • This works the same for everyone on the store.
  • There is no setting to spread campaign-only sales over the ads of a campaign.
  • Sales from a Meta ad whose link named neither an ad nor a campaign are not on any campaign row. They show under Organic & Unassigned as Meta ads (untracked). See What is Organic & Unassigned and what do its rows mean?.