Platform-reported conversions will always be generous. Here is the reconciliation process we run for every client.
Three numbers, three answers
Meta, Google Analytics, and the CRM will never agree, and chasing exact reconciliation wastes months. Choose one system of record — almost always the CRM — and treat every other number as directional.
Close the loop
Push CRM outcomes back to the ad platforms through offline conversion imports. The platforms then optimise against outcomes rather than form fills, which quietly improves performance on its own.
Report the gap honestly
Publish the variance between platform-reported and CRM-confirmed conversions in every monthly review. Naming the gap up front buys far more credibility than a dashboard that looks suspiciously clean.