Dan Phillips
2025-01-23 19:59:07
Why Don't LeadsRx Conversion Counts Match Google Ads Conversion Counts?
There are a number of reasons why conversion numbers may differ between Google Ads (formerly AdWords) and LeadsRx.
WHAT TRIGGERS A CONVERSION
Always consider how conversions are being measured in both products. Even trying to compare the same data, like completing a form, there are different ways this can be triggered.
As an example, Google Ads conversion tracking is set to record a conversion when a user reaches a “Thank You” page after submitting the form. If you have LeadsRx set to record the “same” conversion, but are using the “Success Progression” method, then we only count that “Thank You” page as a conversion if the user filled out the form on a particular page prior to reaching your success page. If you have multiple ways to reach that Thank You page, then Google Ads will count all visitors and LeadsRx counts only some. Additionally, Google Ads may be counting refreshes of that page. Under the Success Progression scenario, LeadsRx would not.
ATTRIBUTION MODELS
Google Ads historically has given full credit to itself when it is involved in any part of the attribution chain. The default attribution model is now Last Touch (from a non-direct channel). Attribution products like LeadsRx typically use a multi-touch attribution model which spreads credit across various touchpoints in the attribution path. This results in partial credit going to Google Ads if other touchpoints are involved in a conversion. For example:
- If Google Ads and Facebook ads are both clicked before a conversion, both may give themselves credit for the full conversion. If they are both using last touch attribution, then one will give itself all the credit and the other should not.
- LeadsRx has multiple attribution models. If comparing to Google Ads, begin by trying both "Last Touch" and our unique model called “Any Touch”. In the "Any Touch" model, we mimic what many ad vendors still do and give full credit to each touchpoint. So:
- Any attribution: Google Ads gets credit for one conversion and Facebook gets credit for one conversion.
- If you’ve changed the Google Ads attribution model, make sure you are using the closest match in LeadsRx before making any comparisons.
GOOGLE ADS COUNTS CLICKS DIFFERENTLY THAN LEADSRX
Google Ads credits clicks at the time that the ad is clicked. LeadsRx counts when the user actually reaches your site, causing our code to fire. Let’s suppose that someone clicks on an ad and immediately clicks away, or perhaps there is some lag time for your site to load so the user clicks away before the site properly renders. In either of these cases, Google Ads tracks a click and LeadsRx does not. That means that if the user later comes back and converts, we don’t know that they have clicked on that ad in the past so we don’t credit Google Ads in the conversion.
LENGTH OF TIME TRACKING
It’s possible that Google Ads has been tracking visitors to your website much longer than LeadsRx. As a result, people who clicked on a Google Ads ad sometime in the past, are probably getting credit by Google Ads. If LeadsRx doesn’t have this full history of the Google Ads ad click, then we can’t attribute the conversion to Google Ads. Conversions with Google Ads can have a lookback window of 90 days. This phenomenon of activity prior to LeadsRx tracking should work itself out the longer you use LeadsRx.
There may well be other causes, but these are some of the most likely and most frequent reasons we have seen for differences in the data between LeadsRx and other systems including Google Ads.
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