Troubleshoot Conversion Mismatches Between Google Ads and WhatConverts

If conversion data in Google Ads does not exactly match what you see in WhatConverts, the difference is usually caused by timing, duplicate conversion paths, attribution model differences, or reporting configuration. This article explains the most common causes and how to troubleshoot each one.

Tracking times differ across platforms

WhatConverts records conversions at the time the lead or call occurs, while Google Ads attributes conversions based on the time of the ad click. Because of this difference, conversion counts may not align when comparing reports side by side.

How to troubleshoot tracking time differences

To troubleshoot this issue:

1. Identify the conversion timestamp for the lead in your WhatConverts Lead Manager.
2. Open your Google Ads reports and add a "Conversion Time" column to your reporting view.
3. Compare conversions using the Conversion Time column rather than click time.
4. Avoid drawing conclusions from date-range comparisons that do not account for the difference between when a click occurred and when the conversion was recorded.

Conversions are being duplicated through Google Analytics

Conversions can be sent to Google Ads in two ways: directly from WhatConverts via the native integration, or through Google Analytics events passed into Google Ads as conversions. If both methods are active at the same time, the same conversion will be counted twice in Google Ads.

In your Google Ads Conversion Actions, you can identify how each conversion is being sent by reviewing the Source column. Conversions sent directly from WhatConverts appear as "Leads (ProfileID#)" with "Import from Clicks" as the source. Conversions passed through Google Analytics appear as "Phone Call" or "Form Submission" from Analytics as the source.

How to troubleshoot duplicate conversion paths

To troubleshoot this issue:

1. In Google Ads, open "Conversion Actions" and review the source column for each active conversion action.
2. Identify whether any conversions are being received from both "Import from Clicks" (WhatConverts direct integration) and from Google Analytics simultaneously.
3. If both sources are active for the same conversion type, disable one path to prevent duplication.
4. Allow time for reporting to stabilize after making changes before comparing totals again.

The conversion window is too small to capture all leads

The conversion window is the period of time after an ad click during which a conversion can be attributed to that click. Google Ads defaults to a 30-day conversion window. If a lead converts outside that window, it will not be recorded in Google Ads even though it appears in WhatConverts.

For example, if a visitor clicks an ad on March 1 and calls on April 5, that call will appear in WhatConverts but will not be attributed to the ad click in Google Ads because it falls outside the 30-day window.

How to troubleshoot conversion window issues

To troubleshoot this issue:

1. In Google Ads, open "Conversion Actions" and select the conversion action associated with WhatConverts.
2. Review the current Conversion Window setting.
3. If the window is set to 30 days, consider extending it to up to 90 days to capture more conversions from leads that take longer to convert.
4. Compare WhatConverts leads against Google Ads conversions after the window has been updated to confirm alignment improves.

Google Ads is set to count only one conversion per user

Google Ads offers two conversion counting options: Every Conversion and One Conversion. If your conversion action is set to count only one conversion per user, leads from returning visitors will not be counted in Google Ads, even if they appear as separate leads in WhatConverts.

How to troubleshoot conversion counting settings

To troubleshoot this issue:

1. In Google Ads, open "Conversion Actions" and select the conversion action associated with WhatConverts.
2. Review the Count setting for the conversion action.
3. If the setting is "One Conversion", consider switching it to "Every Conversion" to match how WhatConverts records leads.
4. Allow time for reporting to update before comparing totals again.

Attribution models differ between platforms

WhatConverts uses a first-click attribution model, meaning a lead is attributed to the first marketing touchpoint the visitor came from. Google Ads defaults to last-click attribution, meaning the conversion is attributed to the most recent ad click. This difference can cause the same lead to be attributed to different sources in each platform.

For example, if a visitor clicks organically on March 1 and then clicks a Google Ad on March 5 before converting, WhatConverts attributes the lead to the organic click while Google Ads attributes the conversion to the paid click.

How to troubleshoot attribution model differences

To troubleshoot this issue:

1. In Google Ads, open "Conversion Actions" and select the conversion action associated with WhatConverts.
2. Review the current Attribution Model setting.
3. If you want Google Ads to match WhatConverts attribution, change the model to "First Click".
4. Review your reporting after the change to confirm attribution is now consistent between platforms.

Recent conversions have not finished processing in Google Ads

Conversion data is not always available in Google Ads immediately after it is recorded in WhatConverts. Direct WhatConverts imports can take up to 48 hours to appear in Google Ads. If conversions are being reported through Google Analytics, the processing window can extend to 72 hours.

How to troubleshoot conversion processing delays

To troubleshoot this issue:

1. Check when the conversion was recorded in your WhatConverts Lead Manager.
2. If the conversion occurred within the last 48 to 72 hours, allow additional time for Google Ads to complete its import before comparing totals.
3. Avoid comparing same-day data across platforms, as Google Ads reporting for recent conversions is frequently incomplete.
4. Recheck conversion totals after the full processing window has passed.

Related Topics

• What is the Google Ads Integration?
• Connect WhatConverts to Google Ads
• Set Up ValueTrack and Auto-Tagging for Google Ads
• Pass Keyword Data from Google Ads into WhatConverts