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Google Ads Conversion Tracking
Hi everyone,
I’m using Google Ads Conversion Tracking and noticing some inconstancy in terms of numbers being reported in Google Ads vs. the numbers of form fills showing up in the backend of the site. Our form is tracking UTM parameters so I’m able to tell which ones are associated with our ads and it’s not 1:1.
Am I missing something? I tested our landing pages and contact pages with GTM debug to check that the tags are firing, but still am noticing we’re shy about 5 or so for the month compared to forms submitted.
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1 Reply
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Google records conversions by the time the user first clicks on the ad, which can be a couple days before the actual conversion.
Try looking at Conversions by conv. time in Google and see if it matches more closely.
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GTM / JavaScript is not perfect, there is a possibility that when someone submits a form that GTM / your Google Ads tag does not fire correctly due to technical issues / latency / ad blockers etc. So it is expected that a marketing pixel would never match your raw backend numbers.
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