Cherry Seed

Why don't my analytics and ad platform numbers match?

analytics discrepancy Facebook analytics mismatch GA4 vs Facebook conversions conversion tracking differences attribution model differences tracking data mismatch platform data discrepancy

Quick Answer

Analytics and ad platform numbers differ because each platform uses different attribution models, tracking methods, and conversion windows. Google Analytics tracks completed sessions while ad platforms count clicks. Privacy tools and cookie consent create additional gaps - if someone declines analytics cookies but accepts ad cookies, only the ad platform records the interaction. Each platform also only sees its own touchpoints.

Full Answer

You have 500 orders this month. GA4 shows 380 conversions. Facebook claims 450 purchases. Google Ads reports 350. None of them match each other or reality. This is normal—and frustrating. Why They Differ 1. Different Attribution Models Google Analytics (GA4):

  • Last non-direct click (default)
  • Data-driven attribution (optional)
  • 90-day lookback window Facebook/Meta:
  • 7-day click, 1-day view (default)
  • Self-attributes all touchpoints in window
  • Credits itself for assisted conversions Google Ads:
  • Data-driven or last click
  • Only counts Google touchpoints
  • 30-day default lookback 2. Different Tracking Methods GA4:
  • Client-side JavaScript
  • Session-based
  • Requires gtag.js to load
  • Blocked by ad blockers Facebook Pixel:
  • Client-side JavaScript
  • Event-based
  • Requires fbevents.js to load
  • Blocked by ad blockers + Safari limits Payment processor:
  • Server-side
  • Captures all transactions
  • Doesn't know marketing source
  • Most accurate count 3. Different Counting Rules What...

Sources

Programmatic Access

GET https://seresa.io/wp-json/cherry-tree-by-seresa/v1/seeds/157

Cite This Answer

Cherry Tree by Seresa - https://seresa.io/seed/data-loss-adblockers/tracking-data-discrepancy