#StandWithUkraine 🇺🇦

Support the Ukrainian Armed Forces during the Russian invasion

#StandWithUkraine 🇺🇦

Support the Ukrainian Armed Forces during the Russian invasion

Why is there a difference between conversions on Google Analytics/ Google Ads/ Facebook Ads and CRM can be?

Why is there a difference between conversions on Google Analytics/ Google Ads/ Facebook Ads and CRM can be?

There are several reasons why conversions might differ between Google Analytics/Google Ads/Facebook Ads and a CRM:

Tracking issues

Different platforms have different ways of tracking conversions, which can cause discrepancies if not set up properly.

Attribution modeling

Each platform may have a different method of attribution, which can impact the way conversions are counted. The attribution models in Google Analytics, Google Ads, and Facebook Ads are methods of assigning credit to touchpoints in a conversion path, which helps in understanding the impact of different marketing channels and campaigns on the conversion. Some commonly used attribution models are:

Google Analytics 4:

  1. Last Non-Direct Click 
  2. Last Click

Google Ads:

  1. Last Click
  2. First Click
  3. Linear
  4. Time Decay

Facebook Ads:

  1. 1-day click
  2. 7-day click
  3. 1-day click or 1-day view
  4. 7-day click or 1-day view (default)

Data synchronization

It is possible that data between platforms is not synced correctly, causing discrepancies.

There can be several problems when setting data synchronization through Google Tag Manager (GTM), including:

  1. Data Layer Misconfiguration: If the data layer is not set up correctly or if the data layer variables are not named correctly, the data will not be passed correctly to GTM.
  2. Tag Firing Order: If tags are firing in the wrong order, this can result in data not being passed correctly between tags.
  3. Timing Issues: If data is not available in the data layer at the time a tag is fired, this can result in data not being passed correctly.
  4. Cross-Domain Tracking: If you are tracking data across multiple domains, there can be challenges in passing data correctly between domains.
  5. Browser Compatibility: Some browsers may not support certain GTM features or may not be able to pass data correctly, leading to synchronization problems.
  6. Data Privacy: GTM must comply with data privacy regulations such as GDPR and CCPA, which can result in challenges in passing data correctly.

To avoid these problems, it is important to thoroughly test your data synchronization setup in GTM, and to troubleshoot any issues that arise.


Conversions may be recorded at different times on different platforms.

Duplicate conversions

Some platforms may not have measures in place to prevent duplicate conversions from being recorded.

To make deduplication conversions through Google Tag Manager (GTM), you can use the following steps:

  1. Create a custom HTML tag in GTM that fires the conversion tracking code for your desired conversion.
  2. Add a trigger to the custom HTML tag to fire only when the conversion page is loaded.
  3. Create a custom JavaScript variable in GTM that checks for duplicated conversions by storing the conversion in a cookie or local storage.
  4. Modify the custom HTML tag to include the custom JavaScript variable to check for duplicates before firing the conversion tracking code.
  5. Publish the changes to GTM, and test the deduplication conversion setup to ensure that it is working correctly.

Note: The exact implementation of deduplication through GTM may vary depending on the specific requirements and technologies used.

Different conversion types

Each platform may consider different actions to be a conversion, leading to differences in the number of conversions recorded.

It is important to understand these potential discrepancies and ensure that tracking is set up correctly in order to have accurate conversion data.

Made with