12/08/2025
Meta says your campaign crushed it. Google says it barely moved the needle.
Welcome to the wild world of attribution. 🤠
So, why do you see two completely different stories from two of the biggest platforms? In short, they both measure success in different ways.
📲 Meta typically attributes based on influences. Using modelled conversions, view-through data and cross-device tracking, it's designed to show the impact of your ads (even if the user converts later, somewhere else).
🖥️ Google relies on visibility. What it can track directly. Using event-based, click-driven attribution, it typically counts conversions only when the user takes a measurable action on your site.
As a result, Meta can often report more conversions because it credits the broader customer journey, while Google focuses on direct, last-touch interactions.
Neither’s wrong. Instead of getting stuck debating which platform is “right,” use both as complementary lenses to see the full customer journey. Together, these insights empower strategies that deliver real, measurable results.
