One of the most common questions we get is: why do the metrics on Meta (Google Ads, TikTok, etc.) differ from those in Billy Grace? Simply put, they’re designed to be different. Each platform uses its own unique tech stack, built with distinct goals in mind. At Billy Grace, we have a different philosophy on how to accurately attribute conversions to various marketing touchpoints.

Below we will explain why in-platform conversion attribution is usually not telling you the full story and why because of this, data in Billy Grace will almost always be different.

Below, an example of a customer journey, in which a customer touches social organic, social paid, search organic and a paid search touchpoint, after which this customer buys a product (€).

In the image you see a journey and how the conversion of the journey is attributed by different platforms.

Organic Social - Meta touchpoint - Organic touchpoint - Paid search - Purchase

Billy Grace takes the whole journey into account, distributing the conversion and the conversion value across all touchpoints. The algorithm behind the attribution modelling weighs the value of each touchpoint. Read more about the different attribution models here.

Billy Grace models attribution on the whole customer journey

In this example, Google and Meta will only attribute sales to their own touchpoints, basically ignoring the rest of the customer journey.

Google Ads and Meta Ads will ignore non-paid touchpoints in their attribution modelling

As Billy Grace attributes conversions amongst all touchpoints (not just amongst paid channels), you will generally see that Billy Grace gives less value to paid channels when you compare data with in-platform analytics.

Attribution Paths & Journeys

In Billy Grace, you can see these attribution paths in three different reports:

Channel Performance

Paid Performance

Trends & Journeys

Now you understand why Billy Grace attribution data gives a far better view on which channel or campaign actually contributed to your conversions. This is why you want to evaluate marketing performance on Billy Grace data, as it gives you a full picture of the Customer Journey.