Because each tool has a different method for counting conversions, you might see different numbers displayed in each of your tools. These differences often have to do with the way each tool records traffic and what is counted as a session.

There are two main reasons you might see a difference between your numbers in Google Analytics and in Oribi:

1. Settings

  • Traffic Filters - Another thing that can factor in to seeing different numbers is the application of certain traffic filters in one tool and not the other. When comparing Oribi and GA, make sure you’ve got the same traffic filters applied in both tools.

  • Time Zones - Time zones being set differently between tools can also cause numbers to differ. Please double-check that your GA and Oribi accounts are set to the same time zone.

  • Auto-Tagging - If you’re using Google’s auto-tagging option (GCLID) for your paid ads, these will be aggregated in Oribi under Google Paid. The detailed breakdown that you find in GA for these campaigns (under Acquisition) represents clicks, while the number Oribi shows for Google Paid represents visitors. In order to track individual campaigns within Oribi, we recommend using UTMs instead of Google’s auto-tagging.

  • Incorrect Installation of the GA Tracking Code - Sometimes, GA tracking of your site is inaccurate due to having either installed your GA tracking code incorrectly or installed it multiple times. If there’s a chance that this is the case, please see the section below for help on how to check and solve this situation.

2. Different Counting Methods

  • Unique Users vs. Sessions - Oribi tracks conversions by unique visitors, while Google Analytics tracks conversions by unique session. It’s important to double-check that you’re looking at unique visitors in GA when comparing with Oribi. Click here for a custom report showing GA’s user metric.

  • Referrer Attribution - Oribi tags visitors according to the first-touch channel, while Google Analytics tags them based on the last non-direct touch model. To view all additional sessions for a visitor, check out the Visitor Journeys tab in Oribi.

  • Session Counting - There is also a difference between how GA counts sessions and how Oribi counts sessions, usually having to do with time of inactivity and the way that days are divided. For example, GA cuts off a session at midnight, as well as if the user has been inactive for 30 minutes or arrives through a different marketing channel while still technically active on a previous session.

If you’re still seeing a significant difference in numbers (more than 20%) between Oribi and GA that can’t be accounted for by any of the above reasons, we’re happy to help get you sorted out. Contact us at, and please make sure to include all relevant screenshots in your message.

How to spot Incorrect GA Installation

Sometimes, seeing different numbers between platforms can be due to having installed GA incorrectly on your website. To see if this could be the case, follow the instructions below:

  1. Open both your Oribi and GA dashboards.

  2. If you see that visits for specific pages are significantly higher in GA, open that particular page on your website and use the Google Tag Assistant Chrome extension to check for duplicate GA code installations.

In the example screenshot below, you can see that the same GA token (UA-123456789-11) was installed two different times. One of these should be removed as it can interfere with tracking.

GA Tag

You should also note that an outdated version of the Google Analytics tag (gtag.js) may still appear on some websites. In cases where this code appears alongside another GA tag with the same token, we recommend removing the old tag.

GA Tag Analysis
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