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Large data discrepancies can happen between Google Ads reporting, other platforms or your internal reporting. These discrepancies can be caused by a variety of factors.
If you notice data discrepancies in your reports or if your data doesn’t match those in Google Analytics or a third-party source, you can try to address these issues yourself. Learn how to Fix missing data and discrepancies.
Possible factors that could cause data discrepancies
Conversion delay
Google Ads reporting conversions on the date of the ad impression, whereas many other reporting tools attribute them to the date of the conversion. This is called a conversion delay.
You can find your conversion lag reporting data in the Campaigns table or in your bid strategy report.
Tag set-up
How you’ve set up your conversion tracking tag.
Troubleshoot your conversion tracking status or use download and follow Google Tag Assistant.
How long your customers take to convert
The time it takes your customers to convert. Conversions can be reported up to 90 days after the click.
View a report that shows the conversion delay history for your account. Learn more about customer conversion time.
Lookback windows
The time between conversion and when it’s recorded by Google Ads.
A shorter conversion window will reduce the number of conversions that your account records for this conversion action. To set or change your conversion windows, read about conversion windows.
Count settings
Count settings can give you a better sense of your campaign performance and help you refine your bids. You can choose to count every conversion that happens after an interaction, or only one conversion that happens after an interaction.
Learn more about conversion counting options.
Action optimisation settings
If you see conversions in your Goals summary but not in your campaign dashboard, or if your conversion values seem inflated, verify the action optimisation settings of your conversion actions.
- Primary: Conversion actions set as Primary are used for bidding optimisation and appear in your main reporting columns. Ensure that the conversion actions you want to track are set to Primary and included in your campaign's 'Marketing objective'.
- Secondary: Conversion actions set as Secondary are for observation only. They don't affect bidding and may not appear in default reports unless you add the 'All conversions' column.
If your conversion values look too high, ensure that non-purchase actions such as 'Page view' or 'Add to basket' aren't set as Primary with assigned values. Switch them to Secondary or remove their value to prevent double-counting.
Learn more about primary and secondary conversion actions.
Cross-device conversions
Cross-device conversions are modelled to account for users who start their journey on one device with an ad interaction, and complete the conversion on another.
Learn more about cross-device conversions.
View-through conversions
View-through conversions column tells you when customers see, but don’t interact with your ad, and then later complete a conversion on your site. When Google Ads doesn’t include view-through conversions in the Conversions column by default so you may see discrepancies.
Add the view-through conversions in the 'Conversions' column. Learn more about view-through conversions.
Invalid traffic
Some invalid conversions are removed if Google detects they may be from spam or invalid traffic, or have been invalid for longer than 13 months. This can happen 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.
If you're concerned about activity that seems suspicious, you can troubleshoot invalid clicks to find information on click behaviour, filtering and reporting. Learn more About invalid traffic.
Attribution settings
Switching between attribution models can affect your conversion data.
Learn How to find and set an attribution model.
