Reconciling conflicting ad-platform conversion counts

Executive Brief

PPC advertisers and agency account managers running Meta and Google ads for Shopify stores see different sales counts for the same period because platforms use different attribution windows and may claim overlapping, view-through, or modeled conversions. The frozen evidence shows that this makes reporting and budget discussions difficult. Shopify order records can serve as an operational record of completed orders, but they do not establish which channel causally created each sale. A useful tool would reconcile claims and expose uncertainty rather than promise a definitive attribution truth.