Why do I see a mismatch between Adobe Analytics data and campaign platform metrics?

[Sreeji_Lal]

Hi everyone

I've been using adobe analytics as well as adobe campaign. I can visibly see a difference in opens/clicks count in analytics compared to adobe campaign. I thought its because the data does not update in real time, but it seems thats not the case. Any insights on this please..

[Jennifer_Dungan]

I don't have Adobe Campaign.. but given your other ticket which I believe is related.. I have a few suspicions...

1. The Attribution Model is different between Adobe Campaign and Adobe Analytics...

2. Adobe Campaign may be integrating at the "click" level of your campaigns, as opposed to Adobe Analytics which would be need the person to fully resolve the page (i.e. maybe people are clicking then aborting before the page finishes loading and the data isn't properly captured on the page?)

3. Perhaps there is a tracking issue in your system that needs to be investigated?

[Sreeji_Lal]

Thanks @Jennifer_Dungan . I've raised it with our analytics team to check if there are any tracking issues. 

[Vinay_Chauhan · Accepted solution]

This happens quite a bit when using both Adobe Analytics and Adobe Campaign. The numbers often don’t match because the two tools track things a little differently.

Adobe Campaign counts clicks and opens directly from the email — like when someone opens the email or clicks a link, even if they don’t actually visit your site. Adobe Analytics, on the other hand, only starts tracking once the person lands on your website, and only if the tracking parameters are passed correctly.

So if someone clicks the email but doesn’t fully load the page (or if something blocks the tracking), Campaign will still count it, but Analytics might not.

Also, Campaign logs every single open or click, while Analytics might group or filter those actions based on how the session is counted.

It might be worth checking if your email links are properly tagged and if the tracking is set up the same way in both tools. That usually helps close the gap.

[Sreeji_Lal]

Thanks @Vinay_Chauhan - Please can I check what would be the acceptable level of discrepancy between Adobe Campaign and Adobe Analytics in reporting email clicks and visits, and at what point should it be considered a red flag for further investigation?

[Vinay_Chauhan]

Hi @Sreeji_Lal

There’s no strict benchmark published by Adobe, but from experience, a discrepancy of around 10–20% between Adobe Campaign and Adobe Analytics is generally considered normal.

This gap happens because Campaign tracks the click the moment a user interacts with the email, even if the website doesn’t fully load. Adobe Analytics only counts the visit once the landing page loads and the tracking call successfully fires, so anything that interrupts that flow (like slow page load, script errors, or blockers) can prevent the visit from being recorded.

If you’re seeing gaps above 25–30% consistently, or if the discrepancy suddenly jumps compared to your usual baseline, that’s a good signal to investigate.

A few things to review:

• Make sure all email links are consistently tagged and those parameters are reaching the landing pages.

• Check that tracking calls on landing pages aren’t delayed or missed.

• Look into whether ad blockers or browser privacy settings have increased in impact lately.

• See if there were any recent changes in your Campaign templates or web tracking setup.

generally a small difference is expected, but anything larger or unusual over time is worth a deeper look.