Conversions in the advertising cabinet

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Let's start with how the conversion counting system in Google Ads currently works. And it currently works according to the data-driven conversion and value allocation system . This means that one conversion can be distributed between different advertising campaigns and you may see a situation in your dashboard with uneven numbers in the number of conversions (which confuses many inexperienced advertisers):


At the same time, in Google Analytics we will albania telegram data never see uneven numbers in the "conversion" column, all conversions are always assigned to one source and the standard "User Engagement" report in terms of conversions looks like this:

Conversions in Google Analytics

From my own experience, I can note that the data on the number and value of conversions in advertising cabinets (both Google and Meta) will almost always differ from the data we see in Google Analytics, so it is always very important for every business to summarize the results according to Google Analytics, because here we get the most accurate data.
But still, which business attribution model is more correct to use to summarize your results?

And here, as always in marketing, there is no simple straight answer.