I integrated Google Analytics, but the conversion numbers for goals and e-commerce are not being captured correctly.

In the following cases, there may be a possibility that Google Analytics conversion data is not being correctly obtained.

① When Google Ads and Google Analytics are not properly linked

If conversions are occurring under (not set) on the screen of Acquisition > Google Ads > Campaigns, it means that Google Analytics is not correctly obtaining which campaign or keyword from Google Ads the conversion is coming from.

Google Analytics screen

If auto-tagging (refer to the Google Ads help below) is set up, it should be obtained correctly, but for more details, please contact Google.

https://support.google.com/google-ads/answer/3095550?hl=en

② When there is an issue with the utm parameter settings

In the following cases, there may be a discrepancy in the numbers because the data cannot be linked.

・When the same combination of utm parameters is set for different campaigns
・When the utm parameter settings have been changed in the past
・When past utm parameters remain in the keyword or ad hierarchy (including paused keywords and ads)

※Regarding changes to utm parameter settings after linking with Shirofune, Shirofune can recognize the changes, so linking is possible without issues.

③ When metrics other than Google Analytics are also added in Shirofune's "Conversion Settings"

There is a possibility that the numbers from the platform's conversion tags are being aggregated, so please narrow it down to only Google Analytics metrics in the "Goal Settings" and check.

④ When the numbers viewed in Google Analytics include numbers not from ads

In Shirofune, only numbers from ads are linked, so please check after excluding sources/media such as "Direct" or "Organic Search".

⑤ When there is a discrepancy in the recent conversion numbers

In Shirofune, it takes a little time for the numbers from the Google Analytics management screen to be reflected, so if only the recent numbers are discrepant, please wait for them to be reflected.

⑥ When using Google Analytics 4 and the utm_medium in Google Ads is set to a value other than cpc/display
In Google Analytics 4, manually set utm_medium values are not overridden, so if the utm_medium in Google Ads is set to a value other than cpc/display, it will not be linked.


If you still think there is a discrepancy after checking the above, it may be possible to investigate if you send us the correct "Ad Platform Campaign Report" for the specific day the conversion occurred.