The numbers don't match the platform

A gap between Relator and the platform almost always comes from comparing under different conditions: another period, another time zone, another attribution window, or data the platform is still correcting. Before concluding something is wrong, line up the conditions and walk through the causes below, from most to least common.

Before comparing, line up four things

1. 1.The same period on both sides, counting the start and end days.
2. 2.The same time zone. The day closes in the ad account's, Google Ads customer's or GA4 property's time zone.
3. 3.The same accounts. Relator adds up every account assigned to the client; the platform may be showing just one.
4. 4.The same metric definition and attribution window.

Possible causes, from most to least common

1. The platform is still correcting recent days

Platforms keep attributing conversions to past days for weeks. That is why, on every sync, Relator re-reads a window of past days and updates whatever changed:

• Meta Ads

  Days re-read on every sync

  28 days

  Why

  Meta only finalizes numbers after 28 days.

• Google Ads

  Days re-read on every sync

  30 days

  Why

  A conversion lands on the click date while the conversion window is open.

• GA4

  Days re-read on every sync

  Last few days, with a wider pass once a week

  Why

  GA4 processes data within 24 to 48 hours.

• Search Console

  Days re-read on every sync

  Last few days

  Why

  Google publishes 2 to 3 days late.

If you compared yesterday and the platform changed today, the gap closes on the next sync. See Update frequency.

2. A different attribution window

For Meta Ads, Relator uses a 7-day click and 1-day view window, which is Ads Manager's default. If the column you're looking at uses another window (for example, 1-day click), conversions will differ. Adjust the column's window in Ads Manager before comparing. See Differences with the platforms.

3. A different time zone

Each source's day closes in the account's own time zone. If the ad account is in one time zone and you compare with a report in another, the hours around midnight fall on different days and the daily totals change. Check the account's time zone on the platform and the client's time zone in Relator. See Time zone and currency.

4. A different currency

Amounts are shown in the ad account's currency, listed in the Currency column of your data sources. Relator doesn't convert between currencies: if a client has accounts in BRL and USD, each keeps its own, and Portfolio shows Different currencies, not summed instead of adding incompatible amounts.

5. Too many or too few accounts

The client's total adds up every account assigned to them. One extra account (another client's, assigned by mistake) or one missing (unassigned, or unchecked when connecting) changes the total. Check the Assigned to column in your data sources.

6. The source is behind

If the source stopped syncing, the period is lower than reality. Performance flags it with {source} is N days behind or stopped syncing. Fix that first in Connection error.

7. Same name, different definitions

• Meta and GA4 conversions measure different things: Meta counts through the pixel with its attribution window; GA4 counts the event on the site with its own attribution model.
• Real ROAS vs. platform ROAS: real ROAS divides revenue from deals won in the CRM by spend, and only counts a sale that matches the campaign through gclid or UTM. See Real ROAS.
• Custom metrics follow the formula created in Metrics; check the formula before comparing.

How to investigate a gap

1. 1
   Step 1

   Pick a closed day

   Compare a day at least a week old. Recent days still change on the platform, and today hasn't closed.

2. 2
   Step 2

   Filter the same period in Relator

   In Performance › Paid media, pick the period in the date selector and note the KPI's number.

   Illustrative screen

   Korra/Performance

   Ask RelatorAIPT

   Paid mediaMeta Ads and Google Ads performance in the period.

   Sep 15 – Sep 211

   OverviewPaid mediaOrganicSEO

   SpendR$ 8.940,00

   Conversions187

   CPAR$ 47,81

   ROAS4.2

   2

   Campaigns

   Campaign	Spend	Conversions
   Black Friday — Conversion	R$ 5.210,00	132
   Brand — Reach	R$ 3.730,00	55

   3

   1. 1Use exactly the same range as on the platform.
   2. 2Note the KPI total you're going to compare.
   3. 3Drill down to the campaign to find where the gap is.

3. 3
   Step 3

   Repeat on the platform under the same conditions

   On the platform, use the same range, the same account and the same attribution window. In Ads Manager, check the attribution setting of the results column.

4. 4
   Step 4

   Find the campaign that differs

   If the total differs, compare campaign by campaign. A gap concentrated in one campaign is usually the attribution window or the account; a gap spread across all of them is usually time zone or period.

5. 5
   Step 5

   Wait for the next sync

   If the gap is in the last few days, wait for the next sync: it re-reads the period and brings in the platform’s corrections.

If you lined up period, time zone, accounts and window, waited for a sync and the gap is still there, contact support with a screenshot of both sides and the day you compared.