Common Reasons for Differences:
1. Different Attribution Models
Your store may track conversions differently than ad platforms. An ad platform might credit a sale to a "view action" and subsequent purchase. Your store might not attribute the same sale to any ad channel if the traffic came directly.
2. Multiple Platforms Claiming the Same Sale
If a customer sees your Meta ad, then clicks a Google ad, then purchases - both Meta and Google may claim credit. Result: one actual sale is counted multiple times in Reported Metrics but only once in Blend Metrics.
3. Delayed Purchases
Customer clicks an ad but purchases later via organic search or by typing your URL directly. The sale happens but the ad platform doesn't see the connection.
4. Tracking Limitations
Missing or inconsistent UTM parameters
Ad blockers or privacy settings blocking tracking
Customers switching devices between ad click and purchase
How to Make Decisions:
Blend Metrics are typically a more conservative view of performance
Reported Metrics will be more familiar numbers if you are used to working inside ad channels. They provide context to verify trends and see platform-specific performance.