Building a UTM + attribution-window setup you can trust

Building a UTM + attribution-window setup you can trust

The step-by-step to reconcile Meta's numbers with your real revenue.
— Step 1: lock one attribution window account-wide. 7-day click / 1-day view is the standard; pick it and never mix.
— Step 2: tag every URL with consistent UTMs — lowercase, no spaces, campaign-name-as-source-of-truth.
— Step 3: compare Meta-reported purchases to your backend daily; track the ratio.
— Step 4: apply that ratio as a discount factor, don't argue with Meta.

Meta-to-backend ratio basis, 40 accounts, 90d: top quartile reports 0.9-1.1x actual / median 1.3x (overcount) / bottom 1.8x+ (badly inflated).

Read: you don't need perfect attribution — you need a stable, known overcount factor and the discipline to apply it.