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CRM orders and platform purchases are different measurements

Launchpad shows both counts because neither is a substitute for the other:

  • Plat. Purch. is the purchase count reported by Meta, Google, or another ad platform through its own pixel or conversion API.
  • CRM Purch. is the count of unique orders in the connected store or CRM that are eligible for reporting and resolved to the current client, account, campaign, ad set, or ad.

The figures can legitimately differ. Browser privacy, attribution windows, modeled conversions, delayed events, refunds, order statuses, and unresolved campaign or ad identifiers all affect which system can claim an order.

CRM purchase gates​

An ingested sale can exist in the order ledger without entering the attributed CRM purchase count. V2 applies these gates once, before credit reaches a paid-media row:

  1. The connector status must be reportable. Checkout Champ, for example, counts only success, complete, and the explicitly configured refunded cases; pending, partial, declined, and cancelled rows do not become purchases.
  2. Connector-specific order-type rules must pass, such as Checkout Champ's New Sale rule.
  3. The UTM source must identify a supported, connected ad platform and pass any client-configured source, medium, campaign, and account rules.
  4. The sale must resolve to the paid-media hierarchy. A valid CRM order that cannot resolve to a campaign or ad remains visible in the order/health audit but is not silently assigned to a paid row.
  5. Native attribution connectors use their registered source and model instead of being counted again through generic UTM attribution.

These rules explain why a CRM total for the same date range can be lower than the store's gross order count and why the platform purchase count can be higher or lower than the attributed CRM count.

Reporting decision still owned by the client​

V2 does not blend these counts. Platform CPA uses platform purchases; CRM CPA uses CRM purchases. The client must choose which denominator governs a particular operating target. The UI keeps both visible and names their sources so that choice is explicit rather than hidden in one ambiguous “orders” number.

Implementation sources​

  • src/lib/marketing/platform-fetch.ts: platform conversion ingestion.
  • src/lib/marketing/utm-attribution.ts: reportable status and attribution eligibility gates.
  • src/lib/marketing/queries.ts: resolved CRM credit at client and paid-media grains.
  • src/lib/marketing/table/mergedColumns.ts: operator-facing column definitions.