You’re trying to determine how effectively your ads are driving online sales and generating leads through sign-ups, and you compare your Google Ads data with your offline data. That’s when you see a difference in the number of sign-ups in Google ads vs. your offline data source. Assume everything is working properly and the issue lies with when a conversion was counted. What would you say is causing this data discrepancy?

• You’d say that 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.
• You’d say that 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.
• You’d say that 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.
• You’d say that 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.

The correct answer is:

• You’d say that 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.