Originally Posted by BigFurry

Is Statcounter a javascript you add to your webpage's HTML source?

If it is, its numbers will be lower and that's normal. FB will count all clicks, your JS based analytics won't track all visitors. For instance people who enabled "Do Not Track" in their browser most likely won't show. People with ad blockers with strict settings might not show. People who change their mind instantly after clicking the link and closing the window won't show. People with internet connection issues won't show if the JS isn't loaded.
The same applies to Google Analytics, and all other JS based analytics, they won't have all your visitors.

You need a real counter to be able to compare the numbers. Move all your incoming campaigns through something like yourdomain.com/track.php which registers each hit and writes it to your database. Some option for this:
- if you use a free CMS such as Wordpress, find a plugin for it
- develop your own simple tracker
- there are paid solutions for tracking your campaigns (eg. Voluum)