Why numbers differ from the platform

Relator reads data straight from each platform's API, without estimating or rounding. When a number doesn't match Ads Manager, Google Ads or GA4, the cause is almost always a different setting between the two screens, not wrong data. This article lists the causes, from most to least common.

1. Meta attribution window

Relator counts Meta conversions with a 7-day click and 1-day view window, which is Ads Manager's default. If your Ads Manager columns use another window (for example, 1-day click), conversions and value will differ.

2. Corrections platforms make later

Platforms keep adjusting recent days for a while. That is why, once a day (on the first pass of the day, in the account's time zone), Relator rereads a window of the past. The other passes that day read only today. Search Console is the exception: it only publishes finished days, so every pass rereads the last 3 days.

• Meta Ads

  Window reread

  Last 28 days

  Why

  Meta says insights data can change up to 28 days later.

• Google Ads

  Window reread

  Last 30 days

  Why

  The conversion goes to the click date while the conversion window is open (30 days by default).

• Google Analytics 4

  Window reread

  Last 3 days, and 7 days once a week

  Why

  GA4 processes data in 24 to 48 hours.

• Google Search Console

  Window reread

  Last 3 days

  Why

  Google publishes the data 2 to 3 days late.

In practice: yesterday's numbers can still go up. If you compare with the platform right after it corrected something, the gap closes on the first pass of the next day.

3. Collection time

Ads Manager is real time. In Relator, today's numbers update every hour and the rest follows your plan. A small difference today usually disappears on the next round. See the exact time in Sources, in the Last sync column.

4. Time zone

Each platform closes the day in the account's time zone: Meta in the ad account, Google Ads in the account, GA4 in the property, and Search Console in Pacific Time. If the ad account is in one time zone and the client in another, the "day" may not line up. See Time zone and currency.

5. Measures that look the same but aren't

• Google Ads × GA4 conversions: each tool has its own conversion definition and gives credit its own way.
• Search Console clicks × GA4 sessions: one counts clicks on search; the other, visits that reached the site.
• Platform ROAS × real ROAS: the platform one uses the conversion it measures itself; the real one uses won revenue in the CRM. See Real ROAS.

6. Accounts, filters and currency

• In an agency, check that every client account is assigned to them in Sources (Assigned to column). Another client's account isn't in the total.
• Make sure there's no active filter on the screen, like a campaign, a channel or a different period.
• Relator doesn't convert currencies. A dollar account shows dollars; see the time zone and currency article.

How to check a number, step by step

1. 1
   Step 1

   Use the same period

   Pick the same closed dates on both screens. Avoid "Today" and the last 2 to 3 days.

2. 2
   Step 2

   Use the same account and level

   Compare the same account, with no filters, at account or campaign level.

3. 3
   Step 3

   Align the attribution window

   In Meta, use 7-day click and 1-day view.

4. 4
   Step 4

   Check the last sync

   In Sources, see whether the source is Fresh. If it is Stale, resync and compare again.

5. 5
   Step 5

   Still different? Talk to us

   Send support the account, the period, the metric and a screenshot of both screens.