<b>Conversion reconciliation — closing the gap with the network</b>

<b>Conversion reconciliation — closing the gap with the network</b>

Your tracker and the network panel will disagree. The job is to know why, not to assume one is right.

Weekly reconciliation steps:

— Pull conversions by day from both your tracker and the network, same timezone (force both to UTC first — timezone mismatch is the #1 false gap)
— Calculate the discrepancy percentage per day, not just the weekly total — a clean week can hide one broken day
— If tracker is HIGHER than network: suspect double-fired postbacks or a dedupe failure on click_id
— If tracker is LOWER than network: suspect dropped postbacks, click_id mismatch, or blocked postback IP
— Match the conversion timestamp window: a conversion attributed at click-time vs approval-time shifts days
— Spot-check 5 individual conversion IDs end to end when the gap exceeds 3%

Acceptable gap: under 2%. Above 5% sustained means a structural tracking fault — stop scaling and fix first.

Log each week's gap percentage so you can spot a creeping trend before it costs real money.

Save this SOP. Run this before every launch.