Looking into analytics is a normal step in the process and seeing different data than in your ads stats might puzzle you.
For a comprehensive understanding of your website traffic, it is important to know about the differences between the biggest tracking platforms and how they collect data. 

There are some cases when your Google or Facebook Ads data might not match your Analytics data. Here are some of the most common reasons.

Advertising providers track clicks whereas Analytics tools tracks sessions. There are several reasons that these metrics may differ:

  1. A customer may click your ad multiple times. When one person clicks an ad multiple times in the same session, AdWords record multiple clicks while Analytics tools recognizes the separate page views as one session.
  2. A person might click on an ad, and then later, during a different session return directly to the site through a bookmark or saved link. This would register as one click in AdWords but multiple sessions in Analytics.
  3. Someone might click on your ad and then change her mind and prevent the page from fully loading by clicking to another page or by pressing the browser Stop or Back buttons. In this case, Analytics won’t register a session, but AdWords still counts this as a click.

It is also well known that tracking platforms (e.g., Google Analytics, Google Ads, Facebook Analytics) track visits, clicks and traffic differently. Therefore you may see different metrics in different platforms as well:

  1. Clicks vs. Sessions: Some services (e.g., Google Ads) track every click a visitor makes, whereas other services (e.g., Google Analytics) only track one click per session.
  2. Filtering of invalid clicks: Some services filter out invalid clicks, while others show all clicks.
  3. Tracking blocked by browser extension: Some browser extensions block tracking by certain tracking services and prevent these services from collecting data.
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