Large data discrepancies can sometimes arise between Google Ads reporting, other platforms or your internal reporting. These discrepancies can be caused by a variety of factors.
The following is a list of possible factors:
- Google Ads reporting conversions on the date of the ad impression, whereas many other reporting tools attribute them to the date of the conversion
- Your conversion tracking tag setup
- How long your customers take to convert
- Lookback windows
- Count settings
- Cross-device conversion reporting
- View-through conversion settings when Google Ads doesn’t include view-through conversions in the Conversions column by default
- Removal of invalid conversions. Some conversions are removed if Google detects they may be from spam or other invalid traffic, or have been invalid for longer than 13 months. Note, this can sometimes occur after the conversions were initially reported in your account, so it may appear as if there was a small “drop” in your conversion reporting over time.
Note: Google Ads only reports conversions if there are Google Ads interactions (for example, clicks) from the same Google Ads account. If you use a tool other than Google Ads, it may be reporting conversions from all Google Ads clicks across your accounts, or attributing those conversions to other platforms.