Google Ads reported 510 for 415 real leads (+23%); Meta Ads reported 367 for 287 real leads (+28%). Prospecting - Lookalike New Patients is furthest off at +48%.
northwinddental.comGravity Forms30 days
The gap
Platform conversions from your ad accounts; leads from your forms, as UTM Grabber saw them.
Platforms said
877
conversions reported
Google Ads 510, Meta Ads 367.
Your forms got
702
leads from those ads
Google Ads 415, Meta Ads 287.
Over-reported
+25%
more than real
August: +25%.
The gap
| Step | Value |
|---|---|
| Reported by your ad platforms | 877 |
| Google Ads overcount | −95 |
| Meta Ads overcount | −80 |
| Leads your forms got | 702 |
By campaign
Reported conversions next to real leads, campaign by campaign.
| Campaign | Platform | Reported | Real leads | Over-reported | Status |
|---|---|---|---|---|---|
| Emergency Dentist - Exact | Google Ads | 144 | +32% | Over-reports | |
| Prospecting - Lookalike New Patients | Meta Ads | 141 | +48% | Far over | |
| Brand - Northwind Dental | Google Ads | 131 | +36% | Over-reports | |
| Invisalign Consult Promo | Meta Ads | 106 | +23% | Over-reports | |
| Retargeting - Site Visitors | Meta Ads | 84 | +17% | Over-reports | |
| General Dentistry - Local | Google Ads | 82 | +32% | Over-reports | |
| Invisalign - Phrase | Google Ads | 68 | +39% | Over-reports | |
| Teeth Whitening - Broad | Google Ads | 45 | +32% | Over-reports | |
| Dental Implants - Phrase | Google Ads | 40 | +25% | Over-reports | |
| Whitening Offer | Meta Ads | 36 | +12% | Over-reports | |
| No campaign tag | Google Ads | – | – | Add UTMs | |
| Tag matches no campaign | Meta Ads | – | – | Fix tags | |
| Total | 877 | 702 | +25% |
Status: Matches within 10%, Over-reports from 10% to 40%, Far over above 40%. The grey lines are real leads no campaign could claim.
Ready to send back
To bid on real leads, each platform needs a way to match a lead to its click.
Google click ID (gclid) on Google Ads leads
402 of 415 carry one. Google Ads offline conversion import matches a lead to its click with it.
97%
HealthyMeta click ID (fbclid) on Meta Ads leads
115 of 287 carry one. Meta uses it to match a lead you send back to its ad click.
40%
FixEmail on leads from ads
702 of 702. Google's enhanced conversions and Meta also match a lead on its hashed email.
100%
HealthyNext steps
This month
It reported 367 conversions for 287 real leads (+28%), so its bidding learns from conversions that never reached you. Import your UTM Grabber leads as server-side conversions; UTM Grabber Premium can send them for you. Do the same for Google Ads.
This week
It reported 141 conversions; your forms got 95 (+48%). Its real cost per lead is $37.89, not the $25.53 per conversion the platform shows.
This month
Only 40% of Meta Ads leads (115 of 287) kept it. Check that redirects and form pages keep URL parameters, so more leads can be matched when you send them back.
This month
34 leads from your ads carried a mistyped campaign tag (for example invisaline_consult_promo, retargetting_site). 32 were close enough to count for the right campaign here, but anywhere else they show up as separate campaigns. The UTM hygiene audit lists every one.