If you manage Google Ads campaigns, you might have noticed that the number of conversions reported in Google Ads often does not match the numbers in your offline systems, like CRM or sales databases. This difference can be confusing, especially when you believe all your tracking is set up correctly.
In this blog post, I’ll explain why this data discrepancy happens, focusing on how Google Ads attributes conversions differently from offline data sources. By understanding this, you will be better equipped to interpret your data and make informed marketing decisions.
Question and Correct Answer
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 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.
- 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 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.
Correct Answer:
✅ 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.
Why is this the right answer?
Google Ads tracks conversions by the time a user clicks an ad, even if the actual conversion (like a sign-up or purchase) happens later. For example, a click on June 1 that leads to a sign-up on June 3 is attributed to June 1 in Google Ads.
Offline data systems, such as CRMs or sales records, usually log the conversion at the actual event date and time—June 3 in this case.
This difference in attribution timing explains the data discrepancy and is not a tracking error.
Why are the other options incorrect?
- Option 1: 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.
This option is confusing the relationship between clicks and events. Google Ads does not report conversions based on the event date/time; instead, it attributes conversions to the time when the user clicked the ad that eventually led to the conversion. The phrase “click of the conversion itself” is unclear because conversions happen after clicks, not as clicks.
- Option 2: 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.
This is incorrect because Google Ads does not report conversions by a unique event ID tied to clicks. Conversions are tied to the click timestamp, not event IDs. Additionally, the wording is confusing and inaccurate in describing how Google Ads tracks conversions.
- Option 3: 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.
This option mixes unrelated concepts. Google Ads does report views (impressions) but these are not directly connected to conversions and do not explain discrepancies in sign-up data. Also, device type does not impact the timing difference between online and offline conversion data.
The only correct understanding is that Google Ads reports conversions by the date and time of the click that led to the conversion, while offline data sources often attribute conversions based on when the conversion event actually happened. This difference in attribution timing is the main reason for discrepancies in reported numbers.
How Google Ads and Offline Data differ in attribution timing
| Aspect | Google Ads Attribution | Offline System Attribution |
|---|---|---|
| Attribution Basis | Date and time of ad click | Date and time of conversion event |
| Conversion Matching | Uses click IDs to track conversions | Uses CRM or sales record IDs |
| Data Purpose | Measures ad effectiveness by clicks | Measures actual customer actions |
| Resulting Data Timing | Conversion counted on click date | Conversion counted on event date |
Real-life example: Fitness App campaign
Sarah runs a fitness app campaign. A user clicks her Google ad on April 10 but signs up on April 12.
- Google Ads attributes the conversion to April 10 (click date).
- Sarah’s CRM logs the conversion on April 12 (signup date).
This causes Sarah to see more conversions reported by Google Ads on April 10, but more conversions in her CRM on April 12. This timing difference explains the discrepancy.
Resources links
- Google Ads Help: Attribution Models
- Google Ads Help: Offline Conversion Tracking
- Google Ads Help: Conversion Reporting Differences
Conclusion
The difference in conversion data between Google Ads and offline systems mainly results from when conversions are counted. Google Ads attributes conversions to the click date, while offline data systems use the actual event date. Marketers who understand this difference can better trust their data and make smarter campaign decisions.
Finally, I can say that if you are ready, you can take the exam on Skillshop – Google Ads Measurement Certification. If you want more real exam questions and answers like this one, which have already been covered, follow along. I’ll be breaking down more Google Ads Measurement Certification exam questions with full solutions in the next posts on Google Ads!
FAQs
Why do my Google Ads and CRM conversion numbers not match?
Google Ads attributes conversions to the date of the click, whereas CRM records the actual date the conversion happened.
Can I change the conversion attribution date in Google Ads?
No, Google Ads standard attribution is fixed to the click date, though you can use different attribution models for analysis.
Does this discrepancy affect my campaign performance?
No, it is a normal reporting timing difference and does not impact campaign effectiveness.
How can I better align online and offline data?
Use consistent reporting periods and understand each system’s attribution method to compare data accurately.
- About the Author
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Bhupati Barman is a Co-founder of Mite Art, as well as an Entrepreneur, SEO Optimizer, and Blog Writer, covering a variety of interesting topics.