Platform numbers don't match my tracker or analytics

Symptom: the DSP shows 1,000 clicks, the tracker shows 820 visits, and analytics shows 700 sessions. Some gap is normal; a big one needs checking.

Why numbers differ

• Different events. A click is counted when the ad is clicked; a visit only when the landing page loads; a session only when analytics runs and the visitor consents.
• Slow landing pages. People leave before the page — and its tag — loads.
• Consent banners. Visitors who decline aren't counted by analytics.
• Time zones. The platform and your tracker may use different day boundaries.
• Filtered traffic. Invalid traffic blocked by the platform is not counted or billed; your tracker may count it differently.
• Redirects dropping parameters, so the tracker can't match the click.

Checks

1. Compare the same date range and time zone.
2. Compare like with like — clicks vs tracker clicks, conversions vs tracker conversions.
3. Test the click path: click a live ad, follow every redirect, and check the click ID arrives on the landing page.
4. Check landing-page speed on mobile.
5. Check the conversion health check for missing-tag warnings.
6. Look per placement — a gap concentrated on a few placements is a quality signal; review them with the Click Quality Score.

When to escalate

If the gap is large, sudden and across all placements, contact support with screenshots from both systems for the same period.

Related: Third-party tracker integrations · Conversions aren't being recorded