Google Ads Data Does not Match CRM Data

Hi guys,
I am seeing diffrent numbers in google ads and my CRM. google ads shows more leads than CRM.
Has anyone faced this? what should I check first?

ad platform and CRM numbers rarely match.

check your conversion tracking, form pixels, and webhooks. setting up an automated event tracker keep your data synced cleanly.

Check id google ads is counting duplicate or test leads that your CRM is not treating as real leads this can cause the numbers to be diffrent.

Check if Google ads is countting calls or form submit that are not reaching the CRM.

first thing i'd compare is the date basis. Google Ads can attribute a lead back to the ad click date, while your CRM may be showing the date the lead was actually created

add the “Conversions (by conv. time)” column and compare the same date range/timezone. then check the conversion action’s Count setting (One vs Every) and make sure the tag isn’t firing twice on the thank-you page or refresh

if those match, trace a few individual leads/GCLIDs from the click through to the CRM and you should find where the gap starts

rankripple said:

Hi guys,
I am seeing diffrent numbers in google ads and my CRM. google ads shows more leads than CRM.
Has anyone faced this? what should I check first?

Click to expand...

Some of that gap will always be tracking loss — consent mode, ad blockers, iOS, etc. But if the gap keeps growing and it’s mostly going in one direction, I’d look at the click side before the CRM side.

I’d probably check:

• Clicks vs. sessions in Analytics. If there’s a big gap, some of those clicks may never result in a page load — bots, or users leaving before the tag fires.
• Sessions vs. leads. If the gap starts here, I’d look at the landing page or the offer.
• Then break both down by device. If most of the difference is coming from one device type, I’d be more suspicious of traffic quality than tracking.

Google’s invalid click filtering catches a lot, but it’s not perfect and some of the protection happens after the fact. So I’d expect the CRM number to be stricter than what Google reports.