Problem summary
Conversion counts in Funnel are slightly lower than in Microsoft Advertising for the same campaigns and dates. Funnel shows whole numbers, while Microsoft Advertising shows decimals.
Error message or symptoms
Conversions in Funnel are whole numbers, while Microsoft Advertising shows decimals.
Conversions in Funnel are slightly lower than in Microsoft Advertising. For example, Microsoft Advertising shows 6.79 conversions for a campaign over two weeks and Funnel shows 5.
Other metrics, such as clicks, impressions and spend, match.
When does this occur
You use the Conversions or All Conversions fields in a report, dashboard or export.
Microsoft Advertising records fractional conversion values for your campaigns.
Root cause
The Conversions and All Conversions fields only hold whole numbers, so Funnel receives fractional conversion values rounded down. In version 13 of its API, Microsoft Advertising replaced these fields with Conversions Qualified and All Conversions Qualified. The new fields support decimal values, so they're much closer to the conversion numbers in Microsoft Advertising.
Solution
In your reports, dashboards and exports, replace Conversions with Conversions Qualified.
Replace All Conversions with All Conversions Qualified.
If the Qualified fields are empty for older dates, request a backfill for the date range you need.
After the backfill finishes, compare the values with Microsoft Advertising again.
Note: Microsoft Advertising doesn't have columns called Conversions Qualified or All Conversions Qualified. Compare them with the conversion columns you see in Microsoft Advertising. A small difference in the decimals can remain, because the values Microsoft Advertising returns through its API can differ slightly from its UI.
If All Conversions Qualified still shows the same value as Conversions Qualified and is much lower than All Conversions in Microsoft Advertising, the cause is different. Below account level, the Microsoft Advertising API doesn't include excluded or secondary conversion goals in All Conversions.