One of the main reasons this happens is due to the "1 day view" Attribution. So if someone views a meta ad, clicks on a google ad, or just goes to your website organically. All channels will claim the full sale for it on their own platform One way that was recently released by Meta to see "more accurate" results on platform (Still not 100% accurate) Is if you go to the "Edit Columns" dropdown - Select "compare attribution settings" - Check off the box that says "Incremental Attribution" - Then "Apply" Now next to all of your columns (ROAS, CPA, CV) It will say the normal reported results, side by side with the "Incremental" results. For some brands, especially with retargeting campaigns there is a HUGE difference in the 2. With the new release of this feature, within the adset, you can actually have your ads optimize for "Incremental" results instead of normal 7 day click 1 day view results. - Some brands it works amazingly for, some it doesnt change results much so its just another one of those things to test over time.