ThoughtMetric and Meta use different attribution settings (and that is intentional!). The two numbers rarely match. ThoughtMetric's AI Connectors allow you to put both sets of numbers side by side if you would like to compare them.
Why Meta and ThoughtMetric report different purchase counts
Meta counts a conversion when its attribution setting says a person who saw or clicked an ad on Facebook or Instagram bought something within the window. The common default is a 7-day click window plus a 1-day view window, which credits purchases from people who never clicked an ad at all.
In ThoughtMetric, every purchase in your store gets traced back through the clicks that led to it, then credited according to the attribution model you use, whether that is First Touch, Last Touch, Linear Paid, Position-Based, or Multi-Touch (recommended), with lookback windows of 7, 14, 30, 60, or 90 days.
Meta only sees Meta, so a purchase influenced by email, organic search, and a Meta ad shows up whole in Meta's reporting and split up in ThoughtMetric’s (if you have it set to use our multi-touch attribution model).
Meta only sees Meta, so a purchase influenced by email, organic search, and a Meta ad shows up whole in Meta's reporting and split up in ThoughtMetric’s (if you have it set to use our multi-touch attribution model).
Connecting Meta's ads MCP server to Claude
Meta hosts an official MCP server for Meta Ads at https://mcp.facebook.com/ads. In Claude, go to Settings, then Connectors, then Add custom connector, paste the URL with no trailing slash, sign in through the Meta login window, and select the business portfolio and ad accounts the connector should reach.
Connecting ThoughtMetric to Claude
ThoughtMetric's AI Connectors run on MCP as well, so Claude can hold both sources in one conversation. Follow the setup instructions in the help center.
Example prompt
"For the last 30 days, pull purchases and purchase value for every active campaign in my Meta account, then pull orders and revenue for those same campaigns from ThoughtMetric, and show me the difference by campaign."
Why it is worth running
Seeing the two numbers next to each other makes the case for measuring outside the ad platform clear. ThoughtMetric tracks the full path to each order, so you can see which channels shared credit for the purchases Meta is claiming.
Book a demo to learn more about ThoughtMetric.
Book a demo to learn more about ThoughtMetric.
