Why does my tracker report less clicks or impressions?

Joakim Stenberg Updated by Joakim Stenberg

Every analytics and tracking tool has its own specific ways of doing tracking. Therefor it is almost inevitable that discrepancies occur. In this section we will outline some of the potential reasons why discrepancies between Strossle data and other tracking providers may occur.

General and common reasons for discrepancies

  • Browser Settings. A user may have blocked cookies, scripts, images, or in any other way changed the behaviour of how the browser works by installing extensions or ad-blockers.
  • User leaves before redirect. If a click goes through a redirect link and the user leaves (closes the tab/browser) before the redirect is completed.
  • Time zone differences. Strossle Analytics is using UTC time and differences may occur if other providers are using another time zone.
  • Traffic Errors. Temporary downtime, caching, A/B testing and many other things may effect the outcome of the tracking.
  • Tracker is blocked. Ad blockers are becoming increasingly popular and are able to prevent trackers from collecting metrics. Strossle is currently not ad blocked, hence we are able to collect metrics that many trackers are not able to reach.
  • iFrames. Usage of iFrames are handled very differently depending on provider. Some may use the URL of the parent window as the source and some may use the URL in the iFrame as the source.
  • Different definition of load, impression, and click. Different providers use different terminology and different ways of measuring events. Make sure to always compare apples with apples.
  • Desktop vs. Mobile traffic. Different providers use different ways of identifying traffic from different devices. Mobiles usually have less reliable connection, pages are not always built for mobiles, IPs are not always correct from a geographical point of view, and many other reasons.
  • Browser vs. Native Apps. Differences between how tracking is done between browser based users and users from native apps (iPhone & Android).

Google Analytics

  • Wrong UTM parameter. If you are differentiating between channels by using a UTM parameter on your click URLs, check that you are tracking the correct UTM parameter. In cases where e.g. utm_source is set to collect the domain name from where your ad was clicked, you will see each domain your ad was displayed on as a separate source in your Google Analytics account.
  • Sessions does not equal clicks. Google Analytics sessions are not the same thing as clicks on your ads. A Google session expires at midnight and new sessions are created when the utm_source parameter is changed.
  • User leaves before Google Analytics was loaded. The Google Analytics script must load on your landing page before any metrics can be collected. If your landing page takes a long time to load, users may drop off before Google Analytics had the chance to record traffic. Check bounce rate and time spent for your landing page, high bounce rate and low time spent may be indicators of a slow landing page.
  • Opt-out extension. Usage of Googles opt-out add-on.
  • GA Code Placement. Depending on the placement of the Google Analytics code and weather it has been invoked or not a click may or may not be registered unless the page is fully loaded.

  • Malformed tracking urls. Human errors like wrongly referred campaign ids or miss-types.


  • Ad-block extensions. Adform is registered in many different ad-blocking lists.
  • Malformed tracking urls. Human errors like wrongly referred campaign ids or miss-types.
  • User leaves before redirect.

How did we do?

Can multiple Creatives from the same Ad Set show up in the same placement?