Why marketing platforms report different numbers, and how to compare them: clicks vs sessions, conversion dates and attribution windows, explained from each platform’s own documentation.
1 article
Reconciliation
Meta says 1,000 clicks and GA4 says 600 sessions. Here is what each platform counts as a click, what GA4 counts as a session, and which gaps mean something is broken.
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What we write about
Business data rarely agrees with itself. Ad platforms, analytics tools, payment processors and CRMs each report their own version of the same number. The SignalBraid blog covers why that happens, and how to build one data layer that your AI agent, your API and your dashboards can all read the same way.
Who it is for
For marketing and finance teams who reconcile platform reports by hand, agencies reporting across dozens of client accounts, and engineers who would rather not build another connector from scratch. Every post stays concrete: real definitions, real reconciliation methods, and what changes once an AI assistant starts reading your data directly.
How we work
Everything here comes from actually building SignalBraid and from the platforms it connects to. When a number is illustrative, we say so. When a claim depends on a platform's own report, we show that report right beside ours.