It’s common to find differences in conversion totals when you compare Search Ads 360 (SA360) reports with platforms like Google Ads, Google Analytics (GA4), or your own Floodlight data. This article explains why these discrepancies happen and how you can resolve them.
On this page
- How to know if these tips apply to you
- Before you troubleshoot
- Troubleshoot common conversion issues
- Best practices to minimize discrepancies
- FAQ
How to know if these tips apply to you
These troubleshooting tips are useful if you notice that conversion data in SA360 doesn’t match the data in your other reporting platforms. You may find these issues when:
- You compare SA360 reports with Google Ads.
- Your internal Floodlight data shows different totals than your SA360 dashboard.
- You need to understand why certain conversion actions are missing from your main columns.
Before you troubleshoot
Conversion discrepancies between Search Ads 360 and other platforms often happen because of fundamental differences in how each system processes data. Before you begin technical troubleshooting, consider discrepancies due to:
- Attribution models
- Conversion counting methods & conversion (lookback) windows
- Spam and invalid activity filtering
- Conversion modeling
- Consent settings
- Reporting time zones
Learn more about reporting discrepancies.
Troubleshoot common conversion issues
If you find discrepancies in your reporting, follow these steps to identify and fix the cause.
Reporting basics
- Verify date ranges: Confirm you’re comparing the exact same dates across all reports.
- Check filters: Ensure no hidden filters are applied in one system that aren’t present in the other.
Conversion actions
- Optimize your conversion actions: Ensure your conversion actions are set to Primary. If an action is marked as Secondary or isn’t part of a custom goal, it won’t appear in your main Conversions column. Learn about primary and secondary conversion actions.
Conversion settings and tagging
- Verify tag issues: If a specific tag isn’t reporting data, try to create a Custom conversion column for that tag or download a Conversion event report to verify it’s firing.
- Use Tag Assistant: Use Google Tag Assistant to confirm your Floodlight tags are firing correctly in Google Tag Manager.
- Use developer tools: Use Chrome developer tools to confirm your Floodlight tags are working correctly. Learn more about Advanced Floodlight troubleshooting with developer tools.
Syncing
- Perform manual syncs: If you recently added or removed keywords in an external platform, you must sync those changes with SA360 to ensure both platforms report on the same items. Learn more about syncing Search Ads 360 with external accounts.
Best practices to minimize discrepancies
- Use Google Tag Manager to manage and deploy all tracking tags consistently.
- Regularly audit your conversion tracking setup across all platforms.
- Maintain consistent naming conventions for campaigns and conversion actions.
- Align settings like lookback windows and attribution models when possible.
- Document your setup and any changes you make to your tracking.
FAQ
What if I still find significant discrepancies after troubleshooting?
If these steps don’t resolve the issue, contact Search Ads 360 support. Provide specific details including date ranges, conversion action names, and screenshots of the reports you’re comparing.