New Public Media

    Free tool

    iOS Tracking Loss Estimator

    Compare what your store records with what Meta Ads Manager reports to see how many conversions the algorithm is missing.

    Your numbers (example values shown)

    Only orders from Meta traffic (for example filtered by UTM), so other channels do not inflate the gap.

    Same month and same conversion event.

    From your analytics device report.

    Reporting gap

    25%

    Gap (conversions)
    50
    Implied under-reported conversions
    50

    Meta sees 75% of the conversions you record. Ads Manager CPA reads 1.33x your real CPA, and the algorithm optimises on the smaller signal, so winning ads can look like losers. If the whole gap sits on iOS, Meta is missing 50% of iOS conversions.

    Get your tracking setup audited

    How it works

    Methodology

    • Reporting gap = conversions you recorded − conversions Meta reported. Gap % = gap ÷ conversions you recorded.
    • Implied under-reported conversions = the gap when it is positive, otherwise 0.
    • CPA inflation = conversions you recorded ÷ conversions Meta reported. Ads Manager CPA divided by your real CPA.
    • iOS share of the gap = gap ÷ (conversions you recorded × iOS share), assuming the whole gap sits on iOS.

    Every output comes from the numbers you enter; nothing uses industry averages. Attribution windows and conversion timing also move the gap, so compare the same event over the same dates, and replace the example values with your own.

    FAQ

    Estimator FAQ

    How is the reporting gap calculated?

    Reporting gap = conversions you recorded − conversions Meta reported. Gap % = gap ÷ conversions you recorded. It uses only the numbers you enter; there are no assumed opt-out rates.

    What does the iOS share change?

    It estimates how many of your recorded conversions came from iOS (recorded × iOS share). If the whole gap sat on iOS, Meta would be missing gap ÷ iOS conversions of them. When that is above 100%, iOS alone cannot explain the gap.

    Why does a gap matter for optimisation?

    Meta optimises delivery on the conversions it can see. If it sees fewer than you record, Ads Manager CPA reads higher than your real CPA by recorded ÷ reported, and good ads can look like poor ones.

    What if Meta reports more conversions than I recorded?

    A negative gap means Meta is claiming more than your store shows, often from view-through, modelled or cross-channel credit. The estimator flags it rather than counting it as tracking loss.