Your account only counts purchases that happen within 24 hours. For skincare, 3-5 days is normal — you're hiding sales from yourself.
Costing you
$0.00
per month · $0.00 per year
Time to fix
5 min
Estimated, in Meta Ads Manager
How sure are we
Below 90% comes with a 'what would change our mind' note
Your account is configured to only count purchases that happen within 24 hours of a click. That's reasonable for impulse-buy products. For skincare, where someone typically thinks about a $40-80 purchase for 3-5 days, that setting hides most of your real conversions.
Meta still sees those purchases happening — but your dashboard doesn't. Switching to 7-day click is one settings change and your reported ROAS typically jumps 8-15% with no other action.
Where we could be wrong
If your sales cycle is genuinely under 24 hours (impulse digital goods, urgent services), 1-day click is correct. Skincare with a 3-5 day decision window does not match this profile.
We show this on every finding below 90% confidence. Right now, we're at 70%.
Step-by-step, in Meta Ads Manager. No external tools needed.
The exact numbers we fired on
Click to see the raw evidence. Useful if you want to verify our math before acting.
Want the full methodology behind this rule? Read the methodology →
Read-only Meta connection · first audit free · no card.