Integrating OneTrust with Analytics

[Steve_Hole]

Hi All,

Has anyone experienced issues with the number of clicks Adobe Analytics reports versus what is reported by Google and Bing Ads (Google/Bing are currently presenting 10x what Adobe presents).

Can anyone help diagnose how to isolate/locate the issue, please?

[Kishore_Reddy]

Hey @Steve_Hole 

Can you help with a bit more context of this discrepancy please?

If I understand the context correctly, there's a discrepancy between number link clicks in Adobe Analytics are way less than what you have been tracking in Google/Bing Ads. Usually, marketers won't track link clicks in Google Ads or Bing Ads.

If it's about discrepancy between number of Ad Clicks in Google Ads/Bing Ads and number of pageviews in Adobe Analytics, then this is a common scenario to investigate.

Eitherways, discrepancy may occur due to several reasons. If you use OneTrust consent management tool on your landing pages (of ad campaigns), discrepancy is very likely to occur, since not all visitors agree with cookie data collection. Whereas, an ad click would have already been counted in Google Ads.

Following reference articles may be of help:

1. Data discrepancies between Google Ads and Analytics
2. Different data from Adobe Analytics and from Google Adwords
3. Explanations for Data Discrepancies Between Reporting Tools
4. Expected Data Variances Between Analytics and Advertising Cloud

Hope this help! Please feel free to share some sample (masked) data in case this doesn't help, would be happy to investigate and help!

Best,

Kishore

[Steve_Hole]

Hi Kishore,

Firstly, thank you for the prompt response.

Secondly, are you saying marketers won't look at Google link clicks within Google Ads because of all the reasoning you've identified below the statements?

We have currently been attacking the issue by looking at Unique/Visits from that given Source (Google as well as Bing) and the numbers reported, as I say are substantially below. We feel the delta is exacerbated when looking at campaign level. 

So we are left unsure to what extent OneTrust may be the cause of the difference, if you remove the natural level of discrepancy coming from the rejection of cookies, bounces, exits prior to tags/pixels being fired.

I will try and find some data in the mean time to try and help explain the situation.

Steve

[VaniBhemarasetty]

@Steve_Hole Can you please confirm whether you have integrated Advertising analytics with Google ads and you are referring to AMO Clicks, Impressions , etc in this case.

If that is the case, Ad analytics only supports search ads, if your ads are shopping ads, display, etc. These will not be supported.

The second reason is that if the template is set up wrong in Google Ads, there is a high chance of a discrepancy in data between the two solutions.

Here is the documentation on the same

https://experienceleague.adobe.com/docs/analytics/integration/advertising-analytics/overview.html#se...

If you are not referring to this integration and tracking campaigns using tracking code, tracking code instances can be right metric to compare with the clicks in the Google ads.

Hope this helps