attribution

Why Do Google Ads and Google Analytics Show Different Numbers?

attribution model in google ads

This, seemingly an easy question, drags us into a very deep rabbit hole, and it’s called attribution models. Have you heard of it? If yes, then you know a thing or two. If not, you’re in for a big surprise. I’m literally sitting down, writing these words, and I still don’t know where to start. Why Do Google Ads and Google Analytics Show Different Numbers?