How are Conversions reported across different platforms?

Due to how conversions are reported differently across Meta and Google, when aggregating conversions in the Campaign Dashboard, conversions can refer to different conversion types.

For Meta (Facebook & Instagram), we report only your on-site purchases as conversions.

For Google, we report all conversion actions that you have set up in your Google Ads account. For example, if you have set-up both a 'contact form' conversion action, and a 'purchase' conversion action, these will both be counted as conversions in the reporting dashboard.

How do I see more conversion actions?

To see the full range of reported conversion actions that you have set up in each platform (any set up funnel metrics, additional conversion actions that you have defined, e.g. filling in contact forms), then these can be found in the "Custom Segment: Platform-Specific Reporting" tab of the Campaign Dashboard.