As far as discrepancies between ThoughtMetric and Facebook ads manager, this is normal and expected. It's important to keep in mind that ThoughtMetric is not designed to report the same sales numbers that Google & Facebook report. We run our own attribution on your data to get you the most accurate and reliable understanding of how many orders are really coming from your various marketing platforms. Facebook will overreport their performance by taking too much credit for sales. For example if a customer clicked on a Facebook ad on Monday, then clicked on a Google Ad on Tuesday, then made a $100 purchase on Friday, Facebook will claim full credit for this sale and report $100 in revenue completely ignoring the fact that the customer also clicked on Google Ads. Likewise, Google Ads will also report $100 in revenue. So you have two ad channels reporting a total of $200 in revenue when you really only had one sale for $100. This is where ThoughtMetric comes in. ThoughtMetric knows that the customer clicked on both Facebook ads and Google ads and will split up the credit for the sale between those two sources. For this reason ThoughtMetric will often report less revenue from Facebook than Facebook Ads manager will. ThoughtMetric is on your team so we give you an unbiased view of where your sales are really coming from. Overall, configured with server side tagging and surveys, ThoughtMetric will report the most accurate, closest to ground truth attribution available.