Data discrepancies

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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.

Next step: You can find your conversion lag reporting data in the Campaigns table or in your bid strategy report.

Tag setup

How you’ve set up your conversion tracking tag.

Next step: Troubleshoot your conversion tracking status or use download and follow Google Tag Assistant.

How long your customers take to convert

The time it takes for your customers to convert. Conversions can be reported up to 90 days after the click.

Next step: View a report that shows the conversion delay history for your account. Learn more about customer conversion time.

Look-back windows

The time between conversion and when it’s recorded by Google Ads.

Next step: 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.

Next step: Learn more About conversion counting options.

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.

Next step: 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.

Next step: 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 that 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.

Next step: 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.

Next step: Learn How to find and set an attribution model.

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.

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