There will always be discrepancies when comparing any analytics platform to another. In most cases, for Oribi, these will have to do with definitions and philosophy. Oribi takes an unbiased approach with the aim of helping you understand what’s happening on your site and what to change in order to improve your conversions.


Discrepancies between different analytic tools (like Google Analytics) are common and expected. Usually, it is more about definitions, or “analytics philosophies”. In some cases, it’s about different settings.

In this article, we will present different types of discrepancies you may encounter and explain for each one why we chose to present the data in a different way.

Types of differences you might encounter

  • Google Analytics and Oribi show different counts

There are two main reasons for differences between Oribi and Google Analytics: definitions and settings. You’ll find a thorough discussion on the topic here, but here’s a common example:

Oribi tracks events by unique visitors, while Google Analytics tracks them based on sessions. For example, if a user clicks a button, leaves, comes back 2 hours later, and clicks the button again, you’ll see that event once in Oribi and twice in Google Analytics. Since it is the same user with the same (single) intent, we believe showing two clicks would be a misrepresentation of reality.

You also might see a difference in conversion attribution between Google Analytics, which reports among other things on their own performance (e.g. Google search ads), and Oribi, which is not affiliated with any advertising platform.

For example, let’s say a user got to your site organically but did not sign up. Two days later, that same user came back after clicking your search ad and signed up. Google would attribute that sign-up to themselves as they use the last-touch (non-direct) attribution model, but Oribi would give credit to the organic channel since the user first found your site through organic search.

  • Facebook conversions or clicks show different counts

As we believe marketers are primarily interested in a deeper understanding of what drives users and visitors to convert, Oribi applies a first-touch attribution model by default. This means that Oribi attributes the conversion to the first channel that brought a particular visitor to your site. Facebook, on the other hand, takes credit for any conversion that occurs within 7 days of a visitor’s click (and, in some cases, of when a visitor viewed an ad).

This means that Facebook will generally attribute more sales to their own ad platform. Oribi, however, is committed to an unbiased approach towards attribution, which in some cases will cause discrepancies between Oribi and Facebook.

Here’s an example to illustrate how this could result in a discrepancy.

A visitor arrived at your site organically, left, and 24 hours later returned to your site via a retargeting ad-click on Facebook. That user left again, entered your site 5 days later through a Youtube ad, and finally purchased.

Facebook will claim that conversion, since the user saw a Facebook ad sometime in the last 7 days. Google will do the same, as they use a last-touch (non-direct) attribution model. Oribi’s first-touch attribution model will attribute this conversion to the organic visit.

We believe this visitor isn’t likely to have seen an ad on Facebook or Youtube at all unless they first got to your site organically. Once they got there, they were marked with a pixel that enabled that retargeting. In addition, organic traffic has a stronger intent when compared to discovery-oriented advertising like Facebook’s.

We also understand that some purchase journeys are more complex and for that reason, we developed the Event Attribution feature. Event Attribution enables you to understand and credit each channel in a multi-touch purchase.

You also might see a difference between the number of outgoing clicks to your site on Facebook’s dashboard and the number Oribi shows for incoming traffic from Facebook.

This kind of discrepancy can appear if the person who clicked the ad closed their browser before your site was loaded.

Oribi is an unbiased third-party tool. Whether you choose to advertise with Facebook, Google, or someone else makes no difference to us, and our only aim is to provide you with accurate data. We report on the traffic that enters your site in order to enable you to make decisions that will increase your conversions.

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