Running recruitment campaigns on platforms like Facebook and Instagram can be a superpower many companies lack, but sometimes, the numbers just donāt seem to add up, right? If you have noticed that Meta Ads Manager is reporting far more conversions than your Applicant Tracking System (ATS) shows as actual applications, you are not alone.
For instance, Meta might show 200 conversions, while your ATS only tracks 40 applications. That 160-conversion gap can be confusing and frustrating when youāre trying to evaluate campaign performance or make strategic decisions.
But donāt worry, in this article, we will walk you through why these mismatches happen, what they really mean, and how you can optimise your setup to improve data alignment between your ad platform and your ATS.
š How Meta Attributes Conversions
Understanding how Meta (Facebook and Instagram) measures conversions is key to making sense of the differences you see in reporting.
Attribution Windows
Meta uses attribution windows to decide which ad gets credit for a conversion, even if the user didnāt apply right away. For example:
A click-based conversion can be counted if someone clicks your ad and applies within the next 7 days.
āA view-based conversion can still be counted if someone saw your ad (without clicking) and converted within 1 day.
So even if the applicant comes back through a different route, like organic search or direct traffic, Meta might still report it as a conversion from their ad.
Cross-Channel Counting
Letās say a user clicks on your Meta ad, browses your site, and leaves. A few days later, they return via Google and apply. Meta will still count that as its own conversion. Why? Because the original click happened within the attribution window.
View-Through Conversions
Even when thereās no click, Meta can credit itself with a conversion. If someone simply sees your ad and later visits your site to apply, Meta may log that as a view-through conversion, which your ATS has no way of tracking.
āļø Why Your Pixel Setup Matters
š¢ An incorrect or overly broad Pixel setup can lead to inflated or misleading conversion numbers.
šš» Overcounting from Pixel Placement
If your Meta Pixel is triggered on pages that users can reach without actually completing an application (Example: a general landing page or a shared thank-you page), Meta may incorrectly log those visits as conversions.
šš» Custom Conversion Rules
Using generic URLs for conversion tracking (e.g., thankyou.html) instead of unique confirmation events or pages can also cause problems. Every visit to that page, whether it's a real applicant or someone refreshing the browser, could trigger a conversion, leading to duplicated or inaccurate counts.
šš» Tracking Limitations
Sometimes, conversions genuinely happenābut Meta doesnāt see them. Why?
Ad blockers and privacy settings can prevent the Pixel from firing.
Candidates who donāt accept cookies wonāt trigger tracking. This means actual applications may go untracked in Meta Ads Manager, even though they appear in your ATS.
š” How to Reduce Discrepancies
While some reporting mismatches are inevitable due to how different systems track conversions, there are several steps you can take to improve accuracy and minimize confusion.
1. Audit Your Pixel Setup
Make sure your Meta Pixel only fires on a unique āapplication completeā URL or eventānot on landing pages, thank-you pages or any page that can be revisited, for that matter.
Use Metaās diagnostic tools, like Meta Events Manager and the Meta Pixel Helper (Chrome Extension), to verify that your events are firing correctly and only when they should.
2. Align Attribution Windows and Tracking Definitions
Meta uses flexible attribution windows (e.g., 7-day click, 1-day view), while your ATS likely logs only the final application source. Understanding how Metaās calculation differs from your ATS could help understand discrepancies.
Ensure youāre comparing reports across the same time windows, time zones, and conversion definitions to get a more accurate read.
3. Strengthen ATS and Pixel Integration
Check that your ATS redirects applicants to a unique confirmation page/ thank you page that only appears after a completed application.
To improve reliability, consider setting up Metaās Conversions API (CAPI) to support or replace browser-based tracking. This is specially helpful if ad blockers or cookie consent issues are impacting accuracy.
4. Monitor Funnel Drop-Offs
Track how many users start the application process versus how many actually submit.This helps pinpoint where drop-offs occur and whether Meta is logging starts as conversions, while your ATS logs only completions.
5. Deduplicate Events When Using Multiple Tracking Methods
If youāre using both the Pixel and CAPI, ensure you implement event ID deduplication. This prevents the same conversion from being counted twice.
6. Reconcile and Document Differences Regularly
Create a simple dashboard or spreadsheet to compare Meta conversion data with ATS application numbers.
Document discrepancies and known causes for mismatches (like view-through conversions or pixel setup quirks) so you can track patterns and improve over time.
āļøDiscrepancies between Meta reporting and your ATS donāt necessarily mean something is broken, but they do highlight the importance of understanding how each system tracks data.
š”By taking a closer look at attribution models, tightening your Pixel setup, and aligning tracking definitions, you will be better equipped to interpret your data accurately and make more confident recruitment decisions.
šš» Still have questions? Our team is here to help.