Why does my Google Analytics Data Differ from my Feathr Data?
Google Analytics not matching a specific platform's data reporting is an industry wide phenomenon, and not unique to Feathr. Here are some of the reasons why:
Platform-Specific Interactions: The way users interact with ads on different platforms can vary. For instance, an impression in Feathr might be counted differently than in Google Analytics, depending on what each platform considers a viewable or valid impression.
Ad Blockers and Browser Privacy Settings: The effectiveness of tracking can be influenced by ad blockers and browser privacy settings. Since these tools and settings vary among users and can interact differently with each platform's tracking methods, they can contribute to inconsistencies in reported data.
Filtering Rules and Data Cleaning: Platforms may have different standards for filtering out bot traffic, duplicate clicks, and other non-relevant interactions. This can cause significant differences in the reported data.
Tracking Methodologies: The technical mechanisms for tracking clicks and impressions can vary. Google Analytics, for example, primarily uses UTM parameters and cookies to track user interactions. Feathr employs it's own techniques for tracking, which could result in different data capture.
Data Processing and Reporting Timelines: There can be differences in how quickly and frequently data is processed and updated on each platform. One platform might report data in real-time, while another might have a delay, leading to discrepancies in reported figures at any given time.
Data Attribution Models: Each platform may use different attribution models. For instance, Google Analytics typically uses a last-click attribution model, which credits the last clicked ad before a conversion or visit. In contrast, Feathr has the option of using many different possible attribution models, and depending on which you have selected that can lead to variations in how clicks and conversions are credited.
Cross-Device Tracking Issues: If the platforms differ in their ability to track users across multiple devices, this can lead to discrepancies. Some users might interact with an ad on one device and convert on another, which might be tracked accurately on Feathr but not on Google analytics.
2024 Update
According to Google, on July 1, 2024, all Universal Analytics data will be deleted permanently. Universal Analytics stopped processing data on July 1, 2023, and that data will no longer be accessible anywhere (Google interface or API) beginning July 1, 2024.
2023 Changes
July 1st, 2023 marked the end of Google's Universal Analytics and the launch of Google Analytics 4, also known as GA4.
Like Universal Analytics, GA4 is an analytics service that collects and analyzes data about web traffic. GA4 represents a new kind of property that may impact certain website metrics you're used to seeing if you're a user of Universal Analytics, but it will not impact Feathr's data collection, nor will it make Google Tag Manager obsolete.
As long as placement of the Google Tag Manager remains, Feathr's data tracking will be unaffected. If there is movement of existing GTM containers, or new containers are created to accommodate the GA4 change, feel free to reach out to Feathr support to confirm that tracking is functioning as expected.
For more information about the differences between Universal Analytics and GA4, please refer to Google's own documentation.