Here's the crazy reason I don't use any tracking tools for ads, and no one has ever been able to give me a great counter to it ... Meta sequences your ads. If you have 10 ads in your campaign / adset ... Facebook will likely take 4-5 and show them in different orders to folks it thinks will ultimately buy. But the problem is ... If someone sees ad #1 ... Then 2-4 ... And ultimately buy on ad #5 ... Then depending on your settings, most of the time, ad #1 or #5 will get the credit. Facebook DOES know this is an issue, that's why they added the "incremental" attribution setting recently. But the big promise and allure of ad trackers is they will show what you what is truly "converting". Problem is, all 5 ads are doing serious work and building off one another to get to the sale. And we know this, because, if we turn off the "losers" then the entire campaign crumbles. And your "control" falls apart entirely. I spoke with a client about this yesterday, and he made a great point. "So it's more like a flywheel" That's exactly right. Turning off the wrong ads will, in the short AND long term, damage your account and ability to make anything work. Problem is, we don't have a true "pinpoint" way to know exactly which ads are doing the heavy lifting. All we can see is what ads are getting credit because prospects saw them first.