Conversions and attribution
Each platform counts conversions its own way, so totals can count one sale twice.
Lumina shows conversions as each platform reports them. Every platform uses its own attribution window to decide which ad gets credit for a sale or a lead.
When a person sees ads on two platforms and then buys, both platforms may count that purchase. The total across platforms can then be higher than your real number of sales.
- For Meta, conversions are purchases and leads.
- Platforms can change recent numbers as late conversions come in. Lumina refetches the last 10 days about once a day to pick these up.
- Compare platform conversions with your own sales or CRM data before you report a total.