Google Ads conversion tracking via GTM, but seeing two different numbers

Refresh the thank-you page while running GTM Tag Assistant. If the `purchase` data layer event fires on every page reload, your Ads tag is triggering again. To fix this, either validate unique order IDs server-side or gate the tag with a cookie check so it only fires on the initial post-checkout landing.

Last year when we were spending 5,000 EUR, Ads was reporting 210 conversions while analytics showed 140. Looking into it, we realized mobile shoppers were leaving the thank-you tab open, firing the tag every time they relaunched their browser. Once we mapped the Transaction ID, Ads dropped to around 160 the following month, and the numbers finally aligned.

What attribution model are you using in Analytics—last click or data-driven? Also, when comparing the reporting windows across both dashboards, are you looking at time of click or time of conversion?

You will never get these two dashboards to match penny for penny. One retroactively attributes to the click date to make its own ads look good while the other balances across all channels. Instead of wasting time trying to zero out the discrepancy, base your numbers on the actual invoices in your own order dashboard.

due to cnil rues in france tons of users reject cookies but analytics just trashes that data completely, but if consent mode v2 is on in ads, it uses ai to model the missing data and adds it to the dashboard part of the gap might be coming from that.

Quick checklist to bring the two sources closer: 1) Verify that the Order ID variable is passing properly to both tags. 2) Update the conversion counting method in Ads to 'One' instead of 'Every'. 3) Check if enhanced conversions is enabled. 4) Add a referrer filter to the trigger in GTM to prevent direct page refreshes.

we went through the exact same thing and almost had a huge falling out with our agency. in the end, we realizd the counter was firing every time customers clicked the tracking link and went back to check their order page. a simple deduplication fix solved all the headache dont sweat it.

Go into the Ads dashboard right away and check your counting method under conversion settings. If you're doing e-commerce, transaction IDs are essential, but as a quick fix switching the count type to 'One' will immediately filter out multiple fires within the same session.

I have a question. Speed is a threshold issue; if you're already fast, making it faster changes nothing.

Good luck with that.

Correct. Any comment made without a control group is just a guess.

If you have questions, write them; I'll answer as best I can.

Saved. The answer varies greatly by industry; there is no one-size-fits-all rule.

I'm also curious if anyone does it differently.

I didn't know that. If you get three different answers on a topic, the question was asked wrong.

Don't hesitate to ask; those who don't ask always pay more. That's all, sorry if I went on too long.

I feel the same way. A page that answers one question works better than one touching on five topics.

If you have questions, write them; I'll answer as best I can.

It's rare to find an explanation this clear. A page that answers one question works better than one touching on five topics.

Trying to do this alone is the most expensive way. If you post the result here, it will help others too.

This approach has a cost, which isn't discussed. When you try to change everything at once, nothing settles.

That's all, sorry if I went on too long.

I partly agree, partly disagree. When making a decision, first look at what data you have on hand.

Start with a small trial; don't commit to everything at once. That's all, sorry if I went on too long.

How did you solve this? If you get three different answers on a topic, the question was asked wrong.

Any comment made without a control group is just a guess. I'm also curious if anyone does it differently.

Let me write how it's done in practice. When you try to change everything at once, nothing settles.

This is my opinion I'm not claiming it's absolute truth.