DATA DISCREPANCY ANALYSIS

When Your Numbers Don't Match, Every Paid Decision Is a Guess

Your WhatsApp leads aren't in any attribution system. Google, Meta, and TikTok are all claiming the same conversions. GA4 is showing a number that doesn't match any of them. You're running paid media across three platforms and operating on three different stories about what's working. Ignited Nepal audits every gap in your multi-platform paid stack and tells you exactly where the numbers diverge and why.

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WhatsApp lead attribution built into the reconciliation framework · Cross-platform overlap quantified across Google, Meta, and TikTok · Root cause confirmed for every gap — not just documented · Built for UAE businesses running multi-channel paid media at scale

This is for you if

Is this you?

The Business Running Google, Meta, and TikTok With No Single Source of Truth

The Marketer Whose WhatsApp Leads Are Invisible to Attribution

The Growth Business Being Pulled Between Conflicting Platform Reports

What's broken

Here's what's blocking your growth

Attribution Window Mismatch

Google Ads, Meta, and TikTok each use different default attribution windows — 30-day click for Google, 7-day click and 1-day view for Meta, and a 7-day click window for TikTok. When a user touches all three platforms before converting, every platform counts the conversion within its window. A single conversion can be claimed by all three simultaneously. The combined reported conversion volume across your platforms is structurally inflated before any configuration error enters the picture.

View-Through Attribution Inflating Meta Numbers

Meta's view-through attribution counts users who saw your ad but never clicked. In the UAE, where Meta ad reach and frequency is high across both Facebook and Instagram, view-through inflation is a material problem. Retargeting campaigns in particular suffer from this — users who were already in your pipeline are re-served ads, convert through another channel or directly, and Meta claims the conversion. The audit separates view-through from click-through conversion data so you can see Meta's actual click-driven performance.

iOS Privacy Signal Loss

iPhone penetration in the UAE is among the highest in the MENA region. Apple's App Tracking Transparency framework has materially reduced Meta's pixel-based measurement for this audience segment. The result is that a large proportion of Meta conversions in UAE accounts are modelled — statistical estimates, not confirmed measurements. TikTok faces similar constraints for iOS users. The audit quantifies the modelled proportion and identifies campaigns where the gap between modelled and corroborated conversions is significant.

WhatsApp Conversion Attribution Gap

WhatsApp leads are the most common untracked conversion type in UAE paid media accounts. The user path — ad click to landing page to WhatsApp — is measurable up to the WhatsApp click. What happens inside WhatsApp is invisible to every standard attribution system. Unless WhatsApp Conversion API is implemented and mapped to ad platform conversion events, the qualified leads, pipeline value, and closed sales generated through WhatsApp are absent from every platform report. The audit maps this gap and specifies the implementation needed to close it.

What we engineer

What's included

Google Ads vs. GA4

We reconcile Google Ads click and conversion counts against GA4 session and goal completion data. We flag configuration gaps, attribution model mismatches, and cross-device drop-off that is widening the structural discrepancy beyond its normal range.

Meta Ads vs. GA4

We decompose Meta conversions into click-through, view-through, and modelled categories. We compare the click-through corroborated volume against GA4's paid social data. We identify campaigns where Meta's headline number diverges significantly from what GA4 can independently confirm.

TikTok Ads vs. GA4

TikTok's attribution is frequently misunderstood — its view-through window is aggressive and its click-to-landing-page tracking degrades significantly for iOS users. We reconcile TikTok-reported conversions against GA4 paid social traffic and goal completions, separating the confirmed click-driven performance from the modelled and view-attributed volume.

Google Ads vs. Meta vs. TikTok (Three-Way Overlap)

We map the shared conversion paths across all three platforms and calculate the unduplicated conversion volume — the total number of unique conversions that can be attributed to your paid media stack as a whole, net of triple-counting. This is the number that should anchor your reporting, not the sum of three self-attributed platform totals.

Ad Platforms vs. WhatsApp Lead Data

We audit your current WhatsApp attribution setup — whether Click-to-WhatsApp conversion events are implemented, whether WhatsApp Conversion API is in place, and whether WhatsApp-originated leads are flowing back into any platform. We map the gap between clicks to WhatsApp and leads captured in WhatsApp, and specify the implementation path to bring WhatsApp leads into your attribution framework.

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What changes

Before

After

Before A Reconciliation Methodology You Can Reuse

After Every platform pair — including the WhatsApp-to-ad-platform bridge — has a documented reconciliation process. Your team runs it monthly. New campaigns don't require new methodology. The discrepancy gap is monitored rather than ignored.

Before A Unified Reporting View

After One framework. One authoritative source per metric. Clicks from ad platforms. Sessions from GA4. WhatsApp leads from Conversation API data or manual records. Revenue from CRM. No more pulling three dashboards and getting three answers.

Before One Number Everyone Trusts

After In multi-platform environments, the internal attribution debate is constant — Google says one thing, Meta says another, TikTok says a third. The unified reporting view ends that debate with a documented methodology that your agency, your marketing team, and your leadership can all work from.

Before Decision Confidence on Channel Allocation

After When you know which channels are actually driving WhatsApp leads, closed sales, and real ROAS — not platform-reported ROAS — you can make allocation decisions based on data that has been independently reconciled. Scale the channels contributing real conversions. Cut the campaigns that are performing on paper and not in practice.

Common questions

Questions

Is it normal for Google, Meta, and TikTok to all report positive ROAS simultaneously?

Yes — each platform applies its own attribution logic and claims credit for conversions that fall within its window. In a three-platform setup, a user who interacts with all three before converting will appear in the attributed conversion counts of all three. This is structurally expected. It does not mean any platform is falsifying data. It means that summing three platform attribution reports gives you an inflated total that overstates actual conversion volume. The reconciliation calculates the unduplicated total.

How do we track WhatsApp leads back to the ad that drove them?

The most reliable method is Meta's WhatsApp Conversion API or Click-to-WhatsApp conversion events in Meta Ads Manager, paired with a CRM or lead management system that captures the source of each WhatsApp conversation. For Google-driven WhatsApp traffic, UTM parameters passed through the landing page and captured in the WhatsApp link can be used to attribute the source. The audit maps your current state and specifies the implementation needed to close the gap.

TikTok's ROAS looks very high. Should we be skeptical?

Measured scepticism is appropriate. TikTok uses a 7-day click, 1-day view attribution window by default, and its view-through attribution is frequently the source of inflated conversion counts on brand awareness campaigns. For UAE accounts with high iOS audience composition, TikTok's modelled conversion proportion can be significant. The audit compares TikTok-attributed conversions against GA4 data to produce a corroborated performance number that is independent of TikTok's self-reported figures.

Can you reconcile our data if we have three different agencies managing our platforms?

Yes. The audit works from platform-level data access — we connect directly to the ad platforms and analytics, not through the agencies' accounts. The reconciliation produces a unified view of performance that is independent of how each agency is reporting. You receive a single source of truth that does not require agreement between three separate reporting frameworks.

What happens if the audit shows that one of our three platforms isn't contributing real conversions?

That is the purpose of the audit. Finding that a platform's attributed performance is largely view-through, modelled, or cross-platform duplicate is not a negative outcome — it is the correct output of a reconciliation process. You now have the data to reallocate budget toward channels with corroborated performance. The cost of not knowing is higher than the cost of finding out.

Start here

Three Platforms Reporting Three Different Numbers Is Not a Data Problem. It Is an Unreconciled Attribution Problem.

Google, Meta, and TikTok will keep claiming each other's conversions. WhatsApp leads will keep disappearing from your attribution system. The discrepancy between your reported performance and your actual performance will keep compounding into bad allocation decisions. The audit maps every gap, confirms every cause, and builds the reconciliation framework your multi-platform stack needs.

Request your Data Discrepancy Audit →

We work with UAE businesses running multi-platform paid media — with specific expertise in WhatsApp attribution and Google/Meta/TikTok overlap reconciliation.