The Attribution Challenge: Why Your Conversion Counts From Ad Platforms Don’t Match Your Analytics
Michelle Spagnoli
March 12, 2020
You pull together reports from all your advertising platforms (e.g., Facebook, Google Ads, your DSP, etc.) and add up the conversions, only to find that the total number is triple what you’re seeing in your analytics solution or ecommerce back-end. Sound familiar? Here’s why conversion counts are inflated To better understand why conversion counts are inflated, let’s look at an example user conversion path for “Dave” who is buying a razor from “Ron’s Razors.” 1. Dave conducts a Google Search for men’s razors. 2. He clicks on an ad from Ron’s Razors. 3. Dave is later retargeted by Ron’s Razors via AdRoll. 4.
