The number of conversions and the amount used in the ad media management screen are different, and in Shirofune, the number of conversions becomes 0 (zero).

① When the numerical discrepancy is slight

The numbers on each advertising platform management screen are updated in real-time or every few hours, but Shirofune retrieves the numbers only once from the previous day during the night to morning of the current day, which may cause a time lag.
(Since campaign-specific numbers and keyword-specific numbers are retrieved at slightly different times, there may be a temporary discrepancy between the sum of campaign-specific numbers and keyword-specific numbers.)

Additionally, on some platforms, actual costs are incurred in decimal units rather than whole yen, but you may not be able to confirm decimal numbers on the platform management screen, so very slight discrepancies such as 1 yen may be due to this reason.

Conversion numbers are updated from time to time according to the validity period of cookies, so if the discrepancy is slight, it is likely due to a time lag rather than an error.

Also, regarding Facebook, it has been confirmed that there is a slight difference between the numbers on the platform management screen and the numbers retrieved via API. Upon confirmation with Facebook, the response was as follows, indicating that there is no way to resolve this issue.

The results provided by the Ads Manager and the data that can be confirmed via the API are not always the same.
This is because what can be achieved on the platform and what is supported by the API are not always equal.
This is due to the system working differently internally, and more elements being involved, which may result in not having exactly the same data.

We are working to achieve functional equivalence, but currently, we cannot guarantee this equivalence.
This is a specification.

*This may also occur on Twitter.

② When the numerical discrepancy is large

・There may be cases where the Shirofune-created report data you are checking is filtered to only specific budget groups or campaigns, so please check if the target you are checking on the advertising platform management screen matches the target for which you are creating a report in Shirofune.

・If there is a period during which Shirofune's connection/integration is disconnected, the performance for that period will remain unacquired, so if there is a possibility of creating a report later, we recommend continuing the connection/integration.

・If the conversion numbers you are checking are for specific conversion points such as "purchase" or "inquiry," the discrepancy may be due to the difference from the points set in Shirofune's "Conversion Settings." Please try reviewing the conversion points displayed in the "Conversion Settings."

・If the discrepancy involves keyword-specific numbers, ad-specific numbers, or distribution-specific numbers in the downloaded report, which have many display targets, it is narrowed down to about the top 50 by default, so please try the "Output all items" setting available in the download options. Also, except when automatic tag integration is performed with Google, it is necessary to set the utm parameters for the hierarchy you want to measure in order to measure with fine granularity, so please check the setting status as well.

・If a specific conversion metric is counted on the advertising platform management screen but is 0 in Shirofune, the "Include in conversions" item on the advertising platform management screen may be turned off.

In Shirofune, it is currently not possible to obtain conversion data for which the "Include in conversions" item is not enabled due to the specifications of the platform API.

・For Google Ads search campaigns, there are cases where some display ads are delivered, and some numbers of the search campaign may be aggregated as display ads.

・If the report target period is more than a year ago, there may be a possibility that data is not being retrieved. In that case, please contact us with the relevant report period.

③ In other cases

If none of the above applies, we apologize for the inconvenience, but we would appreciate it if you could attach screenshots of the advertising platform management screen and the Shirofune screen or report where the discrepancy is visible and contact us.