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You open your Leads tab and see 42 leads. You open Analytics and see 47 conversions. In Meta Ads Manager you see 35. Nothing is broken. Each place counts something slightly different, over slightly different days. This page explains each difference, so you can tell a real problem from a normal gap. Before you start, you need:
  • A role that can see leads and analytics: Global Admin, Workspace Admin or Contacts Manager.
  • A funnel with some leads and visitors. See Read your funnel analytics.

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What each number counts

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Important to note

  • Analytics uses UTC (standard world time) for its days and hours. The Leads table filters by your browser’s local day. Leads near midnight can land on different days.
  • Conversions counts form submissions. It is not the number of leads you marked Converted.
  • Locked leads, leads over your plan limit, are hidden from the Leads table but still counted in Conversions. See What happens when you reach your monthly lead limit.

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Compare your numbers step by step

1

Start with the same funnel and clean filters

In your funnel’s Leads tab, clear the search and every filter, then note Total Leads. If a banner above the table says leads are locked, note that number too.
2

Open Analytics for the same dates

Open the Analytics tab of the same funnel and pick the dates you want to compare. Click Refresh and wait for the numbers to settle. Under the date buttons, the note Dates and hourly buckets use UTC. reminds you that analytics days follow UTC.The top of the Analytics tab with the date buttons, Compare, Copy link and Refresh, and the note Dates and hourly buckets use UTC, with the note and the Refresh button highlighted
3

Read what Visitors and Conversions mean

Point at the information icon on each card. Visitors adds up daily unique visitors. Conversions is the total number of form submissions in the dates.The Visitors card with its information tooltip open, which says it is the sum of daily unique visitors, next to the Conversions and Conversion rate cards
4

Check the rates

Conversion rate is tracked submissions divided by the sum of daily unique visitors. Completion rate is completed sessions divided by visits. They use different bottoms, so they are never equal.
5

Compare with Lead pipeline

Scroll to Lead pipeline. Its Total leads can differ from Conversions after leads are deleted or imported, or while reporting catches up. Check your dates and filters before you treat a gap as a problem.

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The most common reasons

  • Different days. Someone in New York who submits your form at 9 pm on 30 September has already reached 1 October in UTC. Analytics counts that submission on 1 October. A Created filter in your Leads table, which follows your browser’s time zone, counts it on 30 September. See Filter leads by date.
  • Locked leads. Conversions includes them. The Leads table does not. Add capacity to unlock them.
  • Deleted leads. A deleted lead leaves the Leads table, but its submission can still be part of your Conversions for that period.
  • Imported leads. Imported leads appear in your Leads table, but no visit happened behind them, so they can make Leads higher than Conversions. A funnel with only imported leads has no conversion rate.
  • Returning visitors. Visitors counts a returning visitor once for each day they come, so it can be higher than the number of different people.
  • The Converted status. Conversions is not linked to the Converted status on a lead.
  • Very large funnels. The Leads table loads up to 3,000 leads, newest first. A notice above the table says so when it applies.
  • Reporting catching up. New numbers can take a moment to appear. Click Refresh in Analytics.

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Meta Ads Manager

Meta Ads Manager and AskFunnel rarely match, and they should not. AskFunnel counts every form submission from every source: ads, emails, your bio link and direct visits. Meta counts only the leads it can connect to your ads. On the AskFunnel side, Meta can miss leads for these reasons:
  • Cookie choices. With a cookie banner, the Meta Pixel only tracks visitors who accept marketing cookies. See Cookies and consent.
  • Blockers. Ad blockers and some privacy browsers block the pixel.
  • Global Privacy Control. If a visitor’s browser sends this signal, AskFunnel keeps marketing scripts off for them.
  • The Conversions API. On the Growth plan and above, AskFunnel also sends each new lead from its servers, but only for visitors who accepted marketing cookies, and not for locked leads.
  • Test mode. Events sent with a test events code never reach your ads. Turn Test mode off once your setup works. See Track your Facebook and Instagram ads with Meta Pixel.
On the Meta side, the gap can also come from how Meta reports. Meta credits a lead to an ad using its own attribution setting, it reports days in the time zone of your ad account, and it can take time to show recent results. Check these settings in Meta Ads Manager. To compare fairly:
  1. Pick the same dates in both tools, and remember the time zone difference.
  2. In AskFunnel, open Analytics and use Group traffic sources by to look at leads from your Facebook or Instagram campaign only. This needs tagged links. See Track campaigns with UTM links.
  3. In Meta Events Manager, open Test events and submit a test lead to check that the Lead event arrives.

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Which number should I use?

  • To follow up with people: the Leads tab. It holds the leads you can work with.
  • To see how your funnel performs over time: Analytics.
  • To judge your ad spend: Meta Ads Manager, read together with your AskFunnel leads for the same campaign.

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Troubleshooting

Some submissions are locked, deleted or from outside the dates of your filter. Look for a locked leads banner in the Leads tab, and clear your filters.
You may have imported leads, or some leads arrived before tracking started. Both appear in your table but have no visit to count.
Every lead in that range arrived before tracking started, so there are no visitors to compare them with. Choose a later date range.
Analytics uses UTC days, and the Leads table uses your browser’s local day. Both are correct for their own clock.
The Funnels list shows the total number of submissions recorded for the funnel. The Leads tab shows only the saved leads you can see, after your filters.

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What to do next

Read your funnel analytics

Visitors, conversions and where people drop off.

Track campaigns with UTM links

See which campaign brought each lead.

Filter leads by date

Find the leads from a day, week or month.

Track your Facebook and Instagram ads

Connect Meta Pixel and the Conversions API.
Need help? Email support@askfunnel.com.