Solved: Mismatched Sales Data Between Meta Ads and Kajabi

Hi there,

Thanks for reaching out. Happy to give you some initial thoughts and guidance on what might be going on with the discrepancy you're seeing between Meta's reported sales and what shows up in Kajabi.

What you're describing is honestly pretty common, especially with Meta Ads and tracking sales outside of a standard eCommerce setup directly on the site. It's frustrating when the numbers don't line up, makes it impossible to trust your data and know what's working.

Let's look at the tracking and attribution first...

Okay, so yes, it *could* potentially be a tracking error. Your Meta pixel might not be firing correctly on purchase, or maybe it's sending the wrong value. That definitely happens sometimes. Things like GTM configurations, caching issues, or even platform updates can mess things up. It's worth double-checking your pixel setup using the Meta Pixel Helper or the Events Manager diagnostic tools to see if any errors are showing up for Purchase events or Value parameters.

Another part of this is attribution. Meta Ads uses different attribution windows – like a 7-day click or a 1-day view window. This means Meta will take credit for a sale if someone clicked your ad within the last 7 days or even just *saw* your ad (view-through) within the last day, even if they didn't click. Kajabi, or most standard internal systems, usually only track sales much more directly, often based on the last click that brought them to the site. So, someone might see your ad, not click, then later go directly to your site or come from somewhere else (like search or an email) and buy. Meta would claim a view-through conversion, but Kajabi wouldn't attribute it to the Meta ad click. This naturally creates a difference.

However, while tracking errors and attribution differences *can* cause discrepancies, they usually don't account for a gap as massive as $13k reported vs. less than $1k actual sales for a specific offer. That points to something else being the primary driver.

I'd say the bigger issue is likely post-click conversion performance...

Given such a large gap, the most probable cause is what happens *after* someone clicks your ad and lands on the page for that specific offer. Meta is sending traffic that it believes is likely to convert (or at least influence a conversion), but the landing page or the offer itself isn't actually turning that traffic into paying customers at the rate Meta expects, or perhaps isn't converting them on the specific offer you're promoting when they might buy something else later.

Think about it: Meta's optimisation engine (like Conversions campaigns) is designed to find people likely to complete a specific action (a 'Purchase' event). If your pixel is set up correctly and sending the Purchase event when *any* purchase happens on your site, Meta's algorithm will try to find users who are likely to buy *anything*, not necessarily the specific offer you're showing them in the ad. If the offer in the ad isn't compelling or the page isn't persuasive, they won't buy *that*, but they might buy something else later, or Meta might take credit because they were shown the ad, even if they didn't convert directly from the click.

But even if Meta was optimising perfectly for *your* specific offer, if the page isn't converting, you won't see the sales in Kajabi. Meta can drive clicks, but it can't make people buy if the page isn't doing its job.

We'll need to look at traffic quality and your website...

This leads us to investigate the performance *after* the click. This means diving into your analytics – either in Kajabi itself or a separate analytics tool like Google Analytics if you have it set up on your offer page. This is where you'll get the real picture of user behaviour.

Key questions to ask with your analytics:

• What is the bounce rate on the landing page for this offer? If it's very high (say, over 60-70% for an offer page), it suggests people are arriving and leaving almost immediately. This could mean Meta is sending the wrong audience (traffic quality issue), or the very first impression of the page is bad – maybe it's slow to load, looks unprofessional, or the headline/visuals don't match the ad creative. I've seen this with eCommerce sites where the start page looked cluttered and untrustworthy, leading to high bounce rates before users even got to product pages.
• Where are users dropping off in your funnel *after* landing on the offer page? Are they clicking 'Add to Cart' or 'Buy Now' but not completing the purchase? Are they getting stuck on a specific step? This indicates issues later in the process – perhaps problems with the checkout flow, unexpected shipping costs (if applicable), lack of trust signals, or issues with the offer terms themselves. For software or courses, this could be dropping off during the signup process or on the payment page.
• How long are users spending on the page? Very short time on page combined with a high bounce rate reinforces the idea that the initial impression or traffic quality is the problem.
• Are users viewing other pages on your site after landing on the offer page? If they are, maybe they didn't like that specific offer but were interested in your brand generally and went to look at other things. Meta might attribute a later purchase of something else to that initial ad click/view.

Digging into these on-page metrics will tell you *exactly* where people are dropping off, which is crucial for identifying the problem. Without this data, you're just guessing.

Then, look at the offer and landing page itself...

Based on your analytics, if people are bouncing or dropping off early, you need to look hard at the offer page itself. This is often where the problem lies.

Is the landing page solely focused on the specific offer you're promoting? It needs to be persuasive and make a strong case for *that* offer, not just be a general page on your site. I've seen situations, especially in B2B, where ads drove traffic to a generic homepage, which rarely converts well for a specific offer. The page needs dedicated sales copy that speaks directly to the audience you're targeting with the ad.

How compelling is the offer itself? Is the value proposition crystal clear? What are the benefits to the user? Is the price right for the value offered and the audience? Sometimes, the offer simply isn't a good fit for the audience Meta is reaching, or perhaps your competitors have stronger offers (like longer free trials or introductory discounts – something I saw was critical for B2B software compared to a simple demo). If people aren't converting, it might not be the traffic; it might be that the offer itself needs to be re-evaluated or tweaked. As you speculated, maybe promoting a different offer that resonates more with the traffic profile would work better.

Trust is also a massive factor, especially if you're selling something high-ticket or asking for payment details. Does the page look professional and trustworthy? Are there clear calls to action? Are there trust signals like testimonials, reviews, security badges, or clear contact information? Without trust, visitors will leave, even if the offer is good. This was a big issue for one eCommerce client where the store looked cluttered and lacked trust badges; fixing that improved conversion rates dramatically.

Could it be the traffic quality?

If your bounce rates are sky-high, it *could* indicate Meta is sending low-quality traffic. This might happen if your targeting is too broad, your creative is misleading (attracting the wrong clicks), or your ad copy isn't specific enough. If you're optimising for purchases, Meta *should* get better over time at finding the right people, but if the page isn't converting *at all*, it struggles to learn. This is why split testing targeting and creative is always crucial – you need to find the right message for the right audience on the right platform. I've had SaaS clients who saw great results with specific UGC videos targeting specific job titles on LinkedIn, for instance; changing the creative or targeting completely changed the traffic quality and conversion outcomes.

Summary of Actionable Steps:

Based on the likely causes, here's a breakdown of the recommended steps you should take to diagnose and fix this issue:

Getting this data reconciled and understanding the *real* performance is absolutely critical for making sound decisions. If you think the campaign is driving revenue based on Meta's numbers when it isn't, you might keep spending on something ineffective or, worse, abandon an offer that *could* work with some tweaks to the page or traffic.

It sounds like your primary concern, which is a good one, is whether the specific offer you're promoting is the right fit or converting well. The large discrepancy strongly suggests it's not converting effectively *after* the click, regardless of how Meta attributes potential sales. You need to fix the leak in the funnel on your side first.

Understanding these issues and implementing fixes can be complex, especially wading through analytics and testing different page variations or offers effectively. We've seen this pattern many times with SaaS clients, eCommerce stores, and B2B services – campaigns look okay in the ad platform but don't translate to backend sales until the on-site conversion path and offer are optimised. Sometimes a completely free trial gets people in the door much better than a demo for SaaS, for instance. Or needing much stronger sales copy on a B2B landing page.

This kind of detailed analysis and optimisation is something we specialize in. If you find yourself struggling to get to the bottom of it or implement the necessary changes effectively, it might be worth considering getting some expert help. We're happy to offer a free consultation to chat through your specific situation in more detail and help identify the quickest path to getting your data aligned and improving conversion rates.

Regards,
Team @ Lukas Holschuh