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?

[Vinay_Chauhan]

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.