Why Data Doesn't Match
It's common for Criteo and Google Analytics (GA) to show different numbers for the same metrics. Understanding the causes helps you interpret data correctly.
Common Causes of Discrepancy
| Cause | Criteo | Google Analytics |
|---|---|---|
| Attribution Model | Last-click within Criteo touchpoints | Last-click across all channels (or data-driven) |
| Attribution Window | Typically 30 days post-click, 1 day post-view | Configurable (default varies) |
| Tracking Mechanism | Criteo OneTag | GA tracking code / GTM |
| Cookie Matching | Criteo cookies | Google cookies |
| Bot Filtering | Criteo's own filtering | GA bot filtering |
| Session Definition | Click-based session | 30-minute inactivity timeout |
Key Differences Explained
1. Post-View vs. Post-Click
Criteo often credits both post-view and post-click conversions, while GA typically credits only post-click (last-click attribution). This means Criteo may show more conversions than GA.
2. Attribution Window
Criteo's default attribution window is 30 days post-click and 1-7 days post-view. GA's default varies by platform (GA4 uses data-driven attribution by default).
3. Cross-Device Tracking
Criteo has its own cross-device graph, while GA relies on Google's cross-device capabilities (which may differ in coverage).
Alignment Strategy
- Standardize attribution windows: Set both platforms to the same attribution window
- Use UTM parameters: Tag all Criteo URLs with consistent UTM parameters
- Create custom segments: In GA, create segments for Criteo traffic
- Compare trends, not absolute numbers: Focus on directional changes rather than exact matches
- Use Criteo for ROAS, GA for overall: Use Criteo data for Criteo-specific optimization, GA for cross-channel comparison
UTM Parameter Best Practices
Example Criteo URL with UTM:
https://www.example.com/product?
utm_source=criteo
&utm_medium=display
&utm_campaign=retargeting_q1
&utm_content=product_a
&utm_term=remarketing| UTM Parameter | Value for Criteo |
|---|---|
| utm_source | criteo |
| utm_medium | display (or cpc) |
| utm_campaign | Campaign name (e.g., retargeting_q1) |
| utm_content | Ad creative or product category |
Acceptable Discrepancy Range
A 10-30% discrepancy between Criteo and GA is normal. If the discrepancy is larger:
- Check tracking implementation
- Verify UTM parameters are correct
- Review attribution window settings
- Check for redirect issues that strip parameters
Related: For Criteo campaign setup, see Criteo Ads Setup Guide. For conversion tracking best practices, check Google Ads Offline Conversion Upload. For Bing Ads tracking, see GTM & Bing UET Guide.