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Home » Measurement Certification » A marketing manager is closely monitoring their data to see how effectively their ads are driving online sales and generating leads through sign-ups. When the marketing manager compares Google Ads data with their offline data, they see a difference in the number of sign-ups in Google Ads vs. their offline data source. Assuming everything is working as intended and the issue lies with when a conversion was counted, what’s likely causing this data discrepancy?

A marketing manager is closely monitoring their data to see how effectively their ads are driving online sales and generating leads through sign-ups. When the marketing manager compares Google Ads data with their offline data, they see a difference in the number of sign-ups in Google Ads vs. their offline data source. Assuming everything is working as intended and the issue lies with when a conversion was counted, what’s likely causing this data discrepancy?

  • Google Ads reports conversions against the date/time of the click that led to the conversion. Depending on the other data source, it might use the date/time of the conversion itself.
  • Google Ads reports conversions against a unique ID of the event that led to the click. Depending on the other data source, it might use the click of the conversion itself.
  • Google Ads reports views against the device type of the view that didn’t lead to a conversion. Depending on the other data source, it might use the date/time of the conversion itself.
  • Google Ads reports clicks against the date/time of the event that led to the conversion. Depending on the other data source, it might use the click of the conversion itself.

The Correct Answer is : Google Ads reports conversions against the date/time of the click that led to the conversion. Depending on the other data source, it might use the date/time of the conversion itself.

The data discrepancy the marketing manager is noticing between Google Ads and offline data source is largely due to the different ways in which conversions are recorded. Google Ads marks a conversion at the date/time of the click that led to the conversion, while other data sources might record the conversion at the time it actually occurred. If, for instance, a user clicks on an ad on Monday but only completes the sign-up form on Thursday, Google Ads counts the conversion as having occurred on Monday, leading to a difference in reported conversions.

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