Skip to content
TrueROASDocs
DocsDashboard

Why don't my Dashboard Meta or Google sales match the Ads Manager?

The Dashboard counts every order from a channel, including visits without ad tracking, while Ads Manager campaign rows only get orders tied to a campaign.

Meta

Attribution is how TrueROAS decides which ad or channel gets credit for a sale. The Dashboard adds up those sales per channel, while the Ads Manager lists them per campaign. A channel holds more than its campaigns, so a channel on the Dashboard usually shows more sales than the campaign rows of that ad platform added up.

On the Dashboard, Meta means every order TrueROAS gave to the Meta channel: clicks on your Meta ads, plus visits from Facebook and Instagram without ad tracking, such as a post, a profile link or a shop. These cards and rows use that number:

  • Meta Ad Sales, Meta Sales and Meta Orders
  • Meta Ad ROAS and True Meta ROAS
  • The AOV and CPA cards on the Meta dashboard
  • The Meta Ads row of the channel table
  • TrueROAS vs Meta Ads

The Facebook and Instagram cards are already part of the Meta number, so do not add them on top. They can also include clicks on your ads when the tracking in the ad's link names Facebook or Instagram.

In the Ads Manager, a Meta campaign row only gets the orders TrueROAS could tie to that campaign. The rest sit under Organic & Unassigned, mainly as Facebook, Instagram or Meta ads (untracked). See What is Organic & Unassigned and what do its rows mean?.

Google

Google Ads Sales counts every order from Google except unpaid Google search. So it also counts Google visits that TrueROAS could not recognise as a Google ad or as unpaid search, such as Google Shopping visits. The big number on TrueROAS vs Google Ads is the same.

Google Ads ROAS, the Orders and AOV cards on the Google dashboard and the Google Ads row of the channel table only count orders tied to a Google Ads campaign or a Google ad click. That is why Google Ads Sales can be higher than the sales behind them. The Google visits in between are in the Others row of the channel table.

The charts on Google Ads Sales, Google Ads ROAS, Orders and AOV count every order from Google, unpaid search included, while their big numbers count only the orders described above.

Organic Sales and the Organic row of the channel table hold unpaid Google search only.

In the Ads Manager, a Google campaign row only gets the orders tied to that campaign. Under Organic & Unassigned, Google ad clicks without a known campaign show as Google Ads (untracked), and unpaid search and Shopping visits show in Google search & shopping.

TikTok, Bing and other sources

TikTok Sales, Tiktok Ad ROAS, the Orders card on the Tiktok dashboard, TrueROAS vs TikTok Ads and the Tiktok row of the channel table also count TikTok visits that do not belong to a campaign. In the Ads Manager these sit under Organic & Unassigned as TikTok.

Bing Sales and the Bing Ads row of the channel table hold both clicks on Microsoft Ads and unpaid Bing searches. The Ads Manager has no Microsoft Ads campaigns, so these orders sit under Organic & Unassigned as Bing. Where Microsoft Ads spend is counted on the Dashboard is explained in Which ad spend and costs does each Dashboard card add up?.

Direct Sales also counts orders TrueROAS could only match by the discount code that was used. The Ads Manager lists those separately, as Coupons.

Other Sources also holds payment and checkout pages, such as Klarna, PayPal and the Shop app.

Cards that add the platforms together

True Ad ROAS, Orders from Ads, Ad CPA, Ad AOV and Blended Ad Value add up the Meta, Google and TikTok numbers above. So they include Facebook and Instagram visits without ad tracking and TikTok visits outside a campaign. They also count unpaid Google search, except in the Blended Ad Value amount; the number of orders in its title still includes it.

Good to know