If you’re comparing your campaign results between the Match2One reporting tool and Google Analytics, you’ll sometimes find that the numbers don’t match up. 

There are a number of reasons why you might experience these discrepancies - and this article is an attempt to clarify things. 

Start by having a look at your Google Analytics with this checklist:

  • Is your Analytics pixel correctly installed? (Check it with the real-time report in Google Analytics)

  • Do you have UTM-tracking codes for your landing page URLs? You can easily build UTM-tags here.

    Your UTM-tags should look like this:

  • Are you redirecting visitors to a different URL than the ad destination?

  • Are your conversion points set up the same way in both Match2One and Google Analytics?

  • Have you set filters in GA that remove or edit campaign tracking?

  • Are you tracking the same time zone in both Match2One and GA? (should be UTC)

Troubleshoot Match2One tracking

Depending on which platform you’re using, there are different ways to install tracking for Match2One. 

You can find further information on installing tracking, with platform-specific articles here.

If you need an extra hand, we’re always around to help you get set up. Reach out to us through the chatbox on this page, or contact your account manager directly.

Platform-specific reporting

Once your tracking is in place, there are still a few ways Match2One and Google Analytics measure things differently. See the table below to find out more.


Google Analytics

Tracked metric



Tracked metric definition

We measure an engagement when someone clicks your ad

Tracks site/page visits, expiring after 30 minutes of inactivity

Attribution model

Tracks both click-through and view-through conversions, defaulting to a last-touch attribution model

Tracks only click-through conversions, defaulting to a last-click attribution model

How it works

Attributes a conversion to the most recent Match2One advertisement click or view

The most recent clicked ad (through all channels) gets the recorded conversion. If no ad is clicked leading

Attribution window

Defaults to a 30-day click conversion window, and 7-day view conversion window

Defaults to a 30-day click conversion window

Cross-device attribution approach

Uses a combination of deterministic and probabilistic cross-device matching

Universal Analytics does not have cross-device tracking capabilities

Understanding specific differences between Match2One and Google Analytics

Here are the two major specific cases where Match2One and Google Analytics might differ.

Match2One reports more clicks than Google Analytics reports visitors:

  • A single visitor clicked your ad multiple times

  • A visitor clicked your ad but exited before the page loaded

  • A visitor opted out of Google Analytics tracking, but not Match2One tracking

Match2One reports fewer clicks than Google Analytics reports visitors:

  • A visitor clicked your ad, and later navigated to your site by typing the address directly in the browser window. In this case, Match2One would attribute the ad for the first visit, so one-click results in more than one visit.

Accounting for discrepancies:

  • For your campaigns, focus on the Match2One reports, as Google only gives credit to click conversions, where Match2One also attributes view-through conversions.

  • If you have your UTM-tags set up, you can find Match2One-attributed conversions in Google Analytics. Just navigate to Conversions > Multi-Channel Funnels > Assisted Conversions. Add up 'Assisted Conversions' and 'Last Click or Direct Conversions' attributed to Match2One and compare this number to your reported click-through conversions in Match2One.

Why am I seeing US domains in Google Analytics even though I'm targeting a different country?

Since we work with US technology partners, when a user clicks on an ad, the action is sent to their servers to track the click only after the action is redirected to the customers landing page. So the customer landing page sees US service as an origin. This is a matter of how GA determines the geography for the sessions.

Hopefully, this article helped shed some light on the discrepancies between Google Analytics and Match2One, but if you have any further questions we’re always around to answer them! Just get in touch with your account manager and they will help you out.

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