What's the difference between the Facebook Ads metric "Website Conversion Value" and "Website Purchase Conversion Value?"

A heart attack, initially. 🙂

I kid.

You see, when you go in to analyze the performance of your Facebook Ad in terms of generating sales to your eCommerce website, you need to go in and click the blue "plus" (+) icon to the right of your columns and "Modify Columns," then you always need to add two columns.

1. Return on Ad Spend.

2. Website Purchase Conversion Value.

You see, if you add "Website Conversion Value" you get a MUCH BIGGER NUMBER, that does not represent your actual eCommerce Sales, but rather an arbitrary potential number defined by your Facebook Tracking Pixel Set-up.

If you want to customize this more mid-funnel number, it's not a bad idea, here is some discussion.

But you don't have to do anything, you just have to add the correct column. 🙂

Hit me up with any questions on Facebook Advertising at

Thanks for reading, watching and listening, and have a great day!


Paul Hickey, Founder / CEO / Lead Strategist at Data Driven Design, LLC has created and grown businesses via digital strategy and internet marketing for more than 10 years. His sweet spot is using analytics to design and build websites and grow the audience and revenue of businesses via SEO/Blogging, Google Adwords, Bing Ads, Facebook and Instagram Ads, Social Media Content Marketing and Email Marketing. The part that he’s most passionate about is quantifying next marketing actions based on real data.

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