Overview

Google Ads plays a crucial role in influencing conversions throughout the conversion funnel. Even if a lead ultimately converts through organic search or other channels (such as Social, Direct, or Referral), Google Ads attributes the conversion to the last Google Ads click within the defined conversion window.

For instance, if a you clicks on an ad, does not convert immediately, and later revisits the website via organic search to complete the conversion, Google Ads still attributes the conversion to the last ad clicked. This attribution logic often leads to discrepancies between the number of conversions shown in Google Ads and Meritto Reports.

This article explains the key reasons behind these discrepancies, outlines possible causes, and suggests best practices for aligning data between Google Ads and Meritto.

Plan & Permissions

• Before starting, have you checked all the prerequisite permission to integrate Google Ads with Meritto?

Core Functionalities

Attribution Model Differences: How Google Ads and Meritto Report Conversions

Google Ads uses Last Click Attribution by default, which assigns the conversion to the most recent Google Ads interaction, even if the final conversion happens through another channel.

Case Example:

• Day 1: You click on Ad 1 but do not fill out the form.

• Day 7: You revisit through organic search and still do not convert.

• Day 30: You return through another organic search and complete the form.
  
  

✅ Google Ads Attribution: Conversion is attributed to Ad 1 on the original click date.
✅ Meritto Report Attribution: Conversion is recorded based on the actual date of form submission.

📢 Suggestion:

To reduce discrepancies, keep the conversion window in Google Ads as short as possible.

Conversion Count Settings: "One Conversion" vs. "Every Conversion"

Google Ads allows tracking "One Conversion" or "Every Conversion" per user.

• One Conversion: Counts only the first conversion.

• Every Conversion: Counts multiple conversions by the same user.
  
  

✅ Meritto Reports: Always tracks one conversion per user, preventing duplicate counts.
❗ Google Ads Discrepancy: If "Every Conversion" is selected in Google Ads, it may lead to inflated conversion numbers compared to Meritto.

Case Example:

• User clicks on Ad 1 and fills the form (counted as 1 conversion in Meritto and Google Ads).

• The same user clicks on Ad 2 and fills another form (Google Ads counts this as a second conversion, but Meritto counts only 1).
  
  

Date and Time Discrepancies Between Google Ads and Meritto

Google Ads records conversions based on when the ad click happened, while Meritto logs conversions when the form submission occurs.

Case Example:

• Ad Click: User clicks on Ad 1 at 11:55 PM but does not fill the form.

• Form Submission: User completes the form submission at 00:55 AM (next day).

• Google Ads Record: Conversion is attributed to the previous day when the ad was clicked.

• Meritto Report: Conversion is logged on the current day when the form was submitted.
  

Tip: Double-check date ranges when comparing Google Ads and Meritto reports to account for these differences.

UTM Parameter Errors: Misconfigured or Missing UTMs

When UTM parameters are misconfigured, broken, or missing, Meritto cannot correctly map leads to the associated campaign, leading to discrepancies.

1.  Broken or Incorrect UTM Parameters
   
1. If UTMs are incorrectly created, leads will not be attributed correctly in Meritto reports.
   
2. Use an online UTM builder tool to avoid errors.  
   👉 Google Campaign URL Builder
2. Missing UTM Parameters in Campaigns
   
1. If some ads lack UTM parameters, Meritto cannot track conversions accurately.
   
2. Leads with UTM parameters: Appear in the Publisher/Other Campaigns section.
   
3. Leads without UTM parameters: Appear in the Paid Campaigns section.
   

Case Example:

• Running 8 ads in Google Ads, but only 6 have UTMs configured.

• The 2 ads without UTMs create a discrepancy in conversion counts between Google Ads and Meritto.
  
  

Incorrect Conversion Tracking Code Placement

To accurately track conversions, the Google Ads conversion tracking code must be placed on the Thank You Page where the actual conversion occurs.

• Misplaced Conversion Tracking Code
• If the tracking code is placed on the landing page instead of the Thank You Page, each visit is counted as a conversion in Google Ads.
  
• This leads to inflated conversion counts in Google Ads compared to Meritto.
  
  

✅ Best Practice: Always place the Google Ads tracking code on the Thank You Page to prevent false conversions.

 Date Filter Mismatches

Applying date filters in Google Ads and Meritto reports may yield different results due to differences in conversion recording times.

Case Example:

• Ad Click: User clicks on Ad 1 at 11:55 PM.

• Form Submission: User completes the form at 00:55 AM the next day.

• Google Ads Record: Conversion recorded for the previous day.

• Meritto Report: Conversion logged on the current day.
  

Recommendation: Always ensure that the date filters in Google Ads and Meritto reports account for such variations.