This guide will help you identify, troubleshoot, and resolve data discrepancies between platforms like CM360, DV360, SA360, and Google Ads to ensure reliable reporting.

Why to follow the GMP Discrepancy Guide?

• Systematic troubleshooting. Use a structured checklist to verify data volume, sync delays, and the alignment of filters, time zones, and currencies across platforms
• Understanding acceptable ranges. Identify industry-standard discrepancy benchmarks, such as 0% for linked GMP accounts or up to 20% when comparing against third-party servers
• Methodology synchronization. Address differences in how platforms count metrics, such as CM360’s “tag download” versus DV360’s “render start” for impressions
• Consistent attribution. Align attribution models and conversion lookback windows across all systems to avoid inconsistent credit assignment for the same user actions
• Technical integrity. Prevent reporting errors caused by latency, ad blockers, or improper tag modifications through correct implementation and cache-busting
• Cross-channel accuracy. Link platforms and share Floodlights to prevent the same conversion from being counted twice across different channels