If the number of conversions you see in Conversion Studio or in Data & Insights does not match your expectations, it is important to first check the B selected counting methodB for the conversion goal. A goal set to “Every event” counts each individual occurrence of the conversion event, whilst “Unique user” counts each user only once; these two methods can lead to very different totals for the same underlying behaviour.
Also check whether a deduplication policy has been set for the goal, which may deliberately prevent certain repeated conversions from being counted.
Furthermore, the conversion count is always tied to the source and the last funnel conversion event set for the goal: if an event occurs elsewhere in the conversion flow than the set last event, it is not recorded as a completed conversion.
Check also whether any conversion filters applied to the goal might be unintentionally excluding some conversions, and whether the data filters you have applied in Data & Insights – such as a specific domain, position or campaign – are resulting in a view that is too narrow compared to the full picture you had in mind.