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Return on ad spend, profit on ad spend and the break-even ROAS your margin implies.
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Tracking gap calculator: how far apart are your two conversion counts?
Enter the conversions your ad platform reports and the conversions you recorded yourself for the same period. Get the gap between them, the value of those conversions and the cost per conversion under each count. No signup and no email needed — the numbers never leave your browser. The fields start empty; Reset to example loads the worked example.
What this does not include: a comparison with other accounts, a verdict on whether your gap is large or small, a cause for it, or an estimate of what could be recovered. It is arithmetic on the numbers you type.
The worked example
Load these values with Reset to example
380
Platform reports
500
You recorded
What the example works out to
Platform reports
380 ÷ 500
76.0%
Conversions not reported
500 − 380
120
Gap
(500 − 380) ÷ 500
24.0%
Value of those conversions
(500 − 380) × $150
$18,000
Cost per conversion, as the platform reports it
$30,000 ÷ 380
$78.95
Cost per conversion, as you recorded it
$30,000 ÷ 500
$60
Example values, made up for illustration. Arithmetic on the four numbers typed, with no comparison to other accounts and no verdict on whether a gap is large.
Display only, nothing is converted.
Example values
—Platform reports this share of what you recorded: no result yet. Platform count ÷ recorded count
—Conversions the platform did not report: no result yet. Recorded count − platform count
—Gap: no result yet. Not reported ÷ recorded
—Value of those conversions: no result yet. Conversions × your average value
—Cost per conversion, as the platform reports it: no result yet. Ad spend ÷ platform count
—Cost per conversion, as you recorded it: no result yet. Ad spend ÷ recorded count
This measures the size of the gap between two counts, not what causes it. Neither count is checked here: the result depends entirely on the two numbers you type, so use the same period and the same definition of a conversion for both.
What if?
Optional. Type your own alternative for one or both of these inputs and the results are worked out again next to yours. What-if figures are arithmetic on numbers you typed: nothing here is suggested or assumed. A field left blank keeps your number from above, and with both blank nothing is worked out.
Show the math
- Platform reports this share of what you recordedconversions the platform reports ÷ conversions you recordedNeeds: both counts, with the platform count no higher than the recorded count.
- Conversions the platform did not reportconversions you recorded − conversions the platform reportsNeeds: both counts, with the platform count no higher than the recorded count.
- Gap(conversions you recorded − conversions the platform reports) ÷ conversions you recordedNeeds: both counts, with the platform count no higher than the recorded count.
- Value of those conversions(conversions you recorded − conversions the platform reports) × your average value per conversionNeeds: both counts, with the platform count no higher than the recorded count, and an average value per conversion.
- Cost per conversion, as the platform reports itad spend ÷ conversions the platform reportsNeeds: ad spend and both counts, each above 0 for the counts.
- Cost per conversion, as you recorded itad spend ÷ conversions you recordedNeeds: ad spend and both counts, each above 0 for the counts.
- Conversions the platform reports beyond your recordsconversions the platform reports − conversions you recordedNeeds: both counts, with the platform count above the recorded count.
- Those extra conversions as a share of your recorded number(conversions the platform reports − conversions you recorded) ÷ conversions you recordedNeeds: both counts, with the platform count above the recorded count, with the recorded count above 0.
Worked example
Four numbers in, six lines out.
Example valuesMade up for illustration, and the ones Reset to example loads: the platform reports 380 conversions, your store recorded 500 orders for the same month, an average order is worth $150 and you spent $30,000 on the platform.
Platform reports this share of what you recorded
76.0%
380 ÷ 500
platform count ÷ recorded count
Conversions the platform did not report
120
500 − 380
recorded count − platform count
Gap
24.0%
(500 − 380) ÷ 500
not reported ÷ recorded
Value of those conversions
$18,000
(500 − 380) × $150
conversions × your average value
Cost per conversion, as the platform reports it
$78.95
$30,000 ÷ 380
ad spend ÷ platform count
Cost per conversion, as you recorded it
$60
$30,000 ÷ 500
ad spend ÷ recorded count
The value line is conversions × your average value: plain multiplication of the numbers you entered, nothing more. Nothing on this page estimates what could be recovered.
How it works
Three steps, two counts.
Pick one period and one definition
For example paid orders in the last calendar month. Both counts must cover exactly that.
Enter the two counts
The conversions your ad platform reports, and the conversions you recorded in your store, CRM or payment tool.
Read the gap, then add detail
Add an average value and your ad spend if you want the value line and the cost per conversion under each count.
Why the numbers differ
Two honest counts can differ.
These are ways the same sales can be counted differently. The calculator shows the size of the difference; it cannot tell you which of these applies to you.
Attribution windows
A platform credits a conversion to an ad within its own attribution window after a view or a click. Your records count the sale when it happened, whatever led to it.
Consent and blockers
When a visitor declines tracking, or a blocker stops the platform's tag from running, the platform may not see a conversion that your records show.
Cross-device journeys
A visitor who clicks on a phone and buys on a laptop can look like two different people to the platform.
Duplicate or overlapping counting
Two platforms can each claim the same sale, and a single platform can count one conversion twice if its tag fires twice.
Different definitions
A conversion in a platform may be a lead, an add to cart or a purchase. Your records may count only paid orders. The calculator needs the same definition on both sides.
What this does not tell you
A gap is a measurement, not a diagnosis.
- It measures a gap, not its cause. The same difference can come from any of the reasons above, or from a mismatch in the two counts you entered.
- It does not estimate recovery: nothing here says how many conversions could be captured, or what a change to your setup would do.
- It does not say whether your gap is large or small. There is no threshold and no comparison with other accounts.
- It does not check either count. It does arithmetic on the two numbers you type.
FAQ
The questions that come up every time.
What does the tracking gap calculator measure?
It compares two counts of the same thing: the conversions an ad platform reports and the conversions you recorded yourself, for the same period. The gap is the conversions the platform did not report (recorded minus platform) divided by your recorded number, shown as a percentage. It measures a gap, not its cause.
Which two numbers should I enter?
Enter the conversions your ad platform reports for one period, and the conversions you recorded yourself for that same period, for example orders in your store, CRM or payment tool. Use the same period and the same definition of a conversion for both, such as paid orders only. A count of leads next to a count of orders is two different things, not a gap.
Why can two correct counts differ?
Platforms credit a conversion to an ad within their own attribution window, while your own records count a sale whenever it happened, so the two numbers are counted differently even when both are accurate. Consent choices, blockers, devices and overlapping platforms change what each side sees as well. The calculator shows the size of the difference. It does not say which of these causes it.
What does it mean if my platform reports more conversions than I recorded?
Instead of a gap, the calculator shows how many more conversions the platform reports and what share of your recorded number that is. This can happen when the two numbers cover different periods or definitions, or when the platform counts conversions your records do not, such as view-through conversions or conversions that more than one platform claims. It gives no verdict either way.
How are the value and the cost per conversion calculated?
The value is the conversions the platform did not report multiplied by the average value per conversion you enter: conversions × your average value. It is plain multiplication of the numbers you entered; nothing is estimated. Cost per conversion is your ad spend divided by the platform count, and again by your recorded count, so you can see both.
Are the numbers I type sent anywhere?
No. The arithmetic runs in your browser and none of the numbers you type are sent to a server. Copy link puts your numbers after a # sign in the link you copy, and the page removes that part from the address bar as soon as it has read it. If you ask for the free tracking audit from this page, only the website address and your email address are sent, never your numbers.
A calculator cannot tell you which channel earned it.
This works out the gap between two counts. Attributing each conversion to the source that produced it is the part that changes where the budget goes — one script tag, 28 days free.
No credit card required. See how attribution ties each customer to the source that won them, or check your setup with the free tracking audit.
Which source earned it?Example
- Google Ads
- ChatGPT
- Google Search
- Direct
Sources ranked by the revenue they brought in.