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Why Don’t Clicks in the Ui.Marketing Dashboard Match Google Analytics?

You may notice a discrepancy between the number of clicks reported in the Ui.Marketing dashboard and what appears in Google Analytics. This is expected—and here's why.

Different Tracking Methods

Google Analytics tracks user behavior after someone lands on your site, using data from page loads and interactions. In contrast, our demand-side platform (DSP), The Trade Desk, tracks clicks through ad server activity. These are two fundamentally different data sources, and they should not be expected to match perfectly. While trends between the two platforms may look similar, the metrics are not measured in the same way. A click is not equivalent to a session.

Short Visits May Not Register

If a user clicks an ad but leaves the site in under a second—before the tracking pixel or other site elements fully load—Google Analytics may not capture that visit at all. This can contribute to a lower reported session count.

Attribution Differences

Google Analytics also uses its own attribution rules for counting sessions, which differ from how ad platforms assign credit. You can learn more about how Google Analytics attributes sessions here.

For more information, please refer to the Google Analytics FAQ or reach out with any questions.