You might expect Independent Analytics to report the same number of Visitors in the Campaigns menu for that ad. However, it’s normal to see fewer Visitors in the Campaigns menu than Clicks reported by an ad network because these metrics work differently.
Here are a few reasons why these numbers differ.
One reason you’ll see more Clicks than Visitors is that some people will click on your ad multiple times.
For example, if someone clicks your Google ad twice, Google will show you two Clicks, but you’ll only see one Visitor in Independent Analytics.
In Facebook, the “Clicks” metric is misleading because it measures more than the number of clicks to your website. The Clicks metric also includes other engagements, such as someone clicking the Like button. For this reason, you will always see significantly more Clicks on your FB ads than Visitors in Independent Analytics Pro.
It is also possible that someone clicks on your ad and then closes the browser tab immediately. In this case, the click will be counted in the ad network, but they won’t show up in your analytics because the site never got a chance to load.
For Google Ads, it’s normal for the Visitors metric in Independent Analytics to equal ~90% of the Clicks reported by Google. For instance, it would be normal to see 100 clicks in Google Ads and 90 visitors for that campaign in Independent Analytics.
Since the Clicks metric in Facebook includes numerous other interactions, it is normal for it to be as much as twice the number of Visitors reported in Independent Analytics. For example, if 100 people Like your ad and another 100 click on the link, you’ll see 200 clicks in FB and 100 visitors for that campaign in Independent Analytics Pro.
