How much of your sales do Meta and Google claim?
Ask Meta how many of your orders came from Meta ads, then ask Google the same about Google Ads, and add the two answers. In the stores we measure, the sum lands close to every order the store had, including the ones from the newsletter, from organic search and from people who typed the address. This free attribution overlap calculator runs that check on your own month in five minutes and tells you how many orders were counted twice at the least. Everything runs in your browser; nothing you type leaves the page.
How much of your sales do Meta and Google claim?
Take last month. Enter the orders from your store and the purchases Meta and Google each report for the same month. Each platform counts by its own rules and neither knows what the other reported; the gap only shows up when you put them side by side.
Optional: the same in euros
Nobody is lying. Four reasons for the gap
- Meta also counts people who only saw the ad and bought within a day, without clicking.
- Google counts purchases up to 30 days after a click; Meta defaults to 7. The same buyer can sit inside both windows.
- A buyer who clicked a Meta ad on Tuesday and a Google ad on Thursday is one sale and two conversions.
- Orders from your newsletter, organic search and direct visits are in your total, and the platforms still claim some of them.
Where to find the numbers
- Store: WooCommerce: Orders, filter the month, subtract cancelled. Shopify: Analytics, Total orders. ERP: booked orders.
- Meta: Ads Manager, set the date range to the month, Purchases column in the Totals row. Leave the default attribution setting.
- Google Ads: Campaigns, set the date range to the month, Conversions column; with several actions, segment by conversion action and take purchase.
- GA4: Reports, Monetization, Ecommerce purchases, or the purchase event under Events.
This tool shows how big the gap is. It cannot show which orders.
Enalitica reads the click behind every order and gives each order one channel, once. Meta's number, Google's number and your orders sit on one screen and add up to your real revenue. Setup takes 5 minutes, 14 days free, cancel anytime.
Start 14-day free trialEverything runs in your browser; nothing you type leaves the page. Benchmark figures come from Enalitica's data, described on How we measure.
How the attribution overlap calculator works
- Share claimed = (Meta purchases + Google purchase conversions) / orders in your store. Above 100% the platforms report more sales than you made.
- Orders counted twice, at least = claims minus orders, when claims are higher. It is a floor: every order from another channel that a platform also claims pushes the true number up.
- Orders not claimed = orders minus claims, when orders are higher: newsletter, organic, direct, or purchases the tracking missed.
- GA4 coverage = GA4 purchase events / orders, shown next to the figure from our data (76.6% pooled, 68.5% in the median store).
- The euro version repeats the first line with purchase values against store revenue when you enter them.
The verdict has four bands: under 60% claimed, 60 to 85%, 85 to 110%, and above 110%. The last two are where most stores with both platforms running land. Why the platforms disagree with your order count, and with each other, is explained in how Meta, Google and Enalitica count conversions; the view-through part has its own guide on how view-through conversions inflate ROAS.
From the size of the gap to the orders inside it
Totals can tell you the gap exists and roughly how big it is. They cannot tell you which campaign closed which order, which orders two platforms both claimed, or how much Meta really added. Enalitica reads the click id behind every order at checkout, gives each order one channel once, and shows Meta's claim, Google's claim and your orders on one screen, so the numbers add up to your real revenue. The ecommerce attribution guide explains the method, and the methodology page explains the benchmark figures used above.
Frequently Asked Questions
What numbers do I need for the attribution overlap calculator?
Three for one month: the orders in your store (cancelled excluded), the purchases Meta Ads Manager reports, and the purchase conversions Google Ads reports. Optionally GA4 purchase events, and the same three in euros. All of them are totals you can read off the platforms in five minutes; nothing needs exporting.
Why do Meta and Google together claim more sales than I had?
Each platform counts by its own rules and neither sees the other. Meta counts a purchase within a day of someone merely seeing an ad, Google counts purchases up to 30 days after a click, and a buyer who clicked both ads is one sale and two conversions. Add orders from your newsletter, organic search and direct visits that the platforms still claim, and the sum of their reports runs past your real orders. Nobody is lying; the reports were never designed to be added.
Does the calculator tell me which orders were double counted?
No. From totals it can only tell you how many orders were counted twice at the least, and how far the platforms' claims run above or below what you sold. Knowing which orders requires reading the click behind each order, which is what order-based attribution does. Nothing you type is sent anywhere; the whole check runs in your browser.