Site analytics, such as those within Google Analytics or other native analytics reports, offer invaluable insights into visitor behavior on your website. However, it's important to note that these analytics platforms may track data differently from traditional log servers. This document breaks down how Turn It Blue Ads analytics and site analytics differ so you can better understand your data.


Tracking Methodology:

First, let's take a look at how clicks are tracked across various online sources:

  • Turn It Blue Ads: Click data is sourced from ad server logs within ad exchanges that host your ads.
  • Site Analytics (e.g., Google Analytics): Data is primarily collected through cookies or page loads.


Sessions Tracking with Google Analytics:

Before a session is recorded in your site analytics, several steps must occur:

  1. A click from an ad directs the browser to the advertiser’s landing page.
  2. The landing page starts downloading, initiating requests for various files, including the site analytics tracking codes
  3. The browser must download and interpret the site analytics JavaScript file.
  4. The user's browser/device must support cookies, JavaScript, and images.
  5. Following this, the browser sends a request to your site analytics page.
  6. Finally, a session is recorded by your site analytics tracker.


Reasons for Discrepancies:

One or multiple factors can contribute to discrepancies between the analytics you see in Turn It Blue Ads and the site analytics you see for your website, however a few common factors are below:

  • Clicks vs. Sessions: Ad servers track clicks, while site analytics track sessions. Multiple clicks within a 30-minute window may count as one session in your site analytics.
  • Landing Page Redirects: Redirects can impede the functioning of site analytics code, affecting traffic identification.
  • User Browser Preferences: Settings like JavaScript or image disabling may prevent site analytics from collecting data.
  • Server Latency: If a user leaves a landing page before site analytics tracking code executes, it may lead to discrepancies.
  • Multiple Clicks: One person clicking on an ad multiple times may result in multiple clicks recorded by the ad server but recognized as one visit by your site analytics.
  • Aborted Page Loading: Users might interrupt page loading, affecting your site analytics' ability to register a visit.
  • Third-Party Images: Disabling images from external domains can prevent data transmission to Google Analytics.
  • Cookie Types: Differences between 1st party and 3rd party cookies can impact tracking accuracy. Most site analytics systems employ 1st party cookies.
  • Missing Tracking Code: Landing pages without site analytics tracking codes won't register visits despite recorded clicks.

Understanding these distinctions can help reconcile differences between Turn It Blue Ads analytics and site analytics reports, providing a comprehensive view of visitor engagement on your website.