“I don't care about the ads manager — show me the events manager. The first thing I'm going to check is: does the amount of conversions the platform reports match more or less what we have internally? Very often it's not the case.”

Check the events manager first — not the ad account

Thomas Petit's first diagnostic step on any ad account is not the campaign performance view but the events manager — where he checks whether conversion volumes sent to the platform roughly match internal data. A 5% gap is fine; 30–50% means nothing downstream can be trusted. Broken signal is the single most blocking problem and must be fixed before any creative or bidding optimisation.