Why Don’t My Google Analytics and Programmatic Reports Match?

When you are investing in digital marketing to grow your business, you expect your reports to be a consistent story of your ROI (return on investment). But then this happens: your marketing firm sends over the monthly performance report for your programmatic marketing, and it looks amazing! You have solid CTRs (click through rates) and strong conversions. You feel on top of the world and know your investment is bringing patients to your door. Then you see your Google Analytics report, and it all just doesn’t add up. You feel a bit discouraged as some conversions and clicks don’t even show up at all. 

So which report is right, and why are they telling two different stories? You’re not alone in reporting confusion, and here are some reasons why your metric reports might differ:

Different Starting Points

Google Analytics (GA) and your programmatic platform use different attribution models. GA will attribute the conversion to the last non-direct click which means they attribute the conversion to whatever brought the user to your site right before their conversion. On the other hand, your programmatic platform may credit the first ad impression or first click a user interacted with. 

So if someone saw your display ad, didn’t click, but later Googled your brand and converted, GA might give all the credit to Google Search. Meanwhile, your programmatic report will credit that initial display impression. Both are technically right but have different starting points. 

Clicks and Sessions Are Not the Same

Your display marketing tracks clicks while your GA tracks sessions. Where they differ is that not all clicks lead to a session on your site (especially if your site is slow or a user’s connection is spotty). Or a user can have tracking blockers that prevents GA from counting the visit at all. Various factors can lead to a discrepancy between your two reports. 

Cross-Device Behavior Missed by Google Analytics

If a user sees your ad on their phone but then converts later on their laptop, that conversion may be lost since GA won’t track that it’s the same person. This is even more likely to happen when someone is not logged into their Google account while online or you aren’t using advanced tracking setups in your GA account. Your programmatic firm may be able to connect the dots, but your GA will not. 

Different Time Zones Mean Different Reporting Windows

It’s a simple detail that makes a big difference in your reporting comparisons. If your marketing firm is reporting in a different time zone setting than your GA, day by day comparisons and monthly reports will vary. 

How to Read the Numbers

While your numbers may not add up, it doesn’t mean they’re wrong! They are just using different methods to measure your digital marketing performance. What’s the best way to read your reports? Consult with your marketing firm to walk you through the differences. Alignment on tracking, attribution, and goal definitions goes a long way toward making sure you’re measuring what matters most.

At Group 241, we believe good advice should be easy to find. If something here sparked a question, or if you're just sorting through your options, feel free to reach out. Whether we're working together or not, we're always happy to offer honest, thoughtful feedback. Drop us an email at hello@group241.com or schedule a free consultation here.