Your ad account and your backend should agree within 10%

Pull your conversions from Google Ads or Meta for the last 30 days. Then pull orders or booked leads for the same 30 days from your own system: the CRM, the shop backend or the booking tool.

It is the one comparison the ad tools cannot flatter. Google Ads and Meta count events they recorded. Your backend counts things that actually happened.

Use the same dates and the same definition of a conversion. If the ad account counts form fills and the backend counts closed jobs, you are comparing different things, so line them up first.

Then divide the ad count by the backend count. The line I work to is a 10% gap. Under it, it is the usual noise: attribution windows, people who convert on a second device. Over it, something is counting twice or counting the wrong event, and every scaling decision made since is sitting on the gap.

The catch: the ad count coming out higher is the common direction, and the one people forgive. Lower can be worse, because it means real orders the ad tool never saw, and the bidding is learning from a smaller picture than the one you are paying for.

It is two numbers and one division. Do it before your next budget change.