Tool vs ad platform
Your analytics or CRM against the ad platform, pair by pair: what each counts, and why the gap is the size it is.
- GA4 vs Google Ads conversions: why the numbers don't matchClick date vs conversion date, and two different scopes.Sprites diagnoses this
- GA4 vs Meta Ads conversions: why Meta reports moreMeta counts views and engagement. GA4 only sees sessions.Sprites diagnoses this
- GA4 vs LinkedIn Ads conversions: why they never matchView-through and 30-day windows GA4 cannot see.Sprites diagnoses this
- PostHog vs Google Ads: why your signups don't matchDifferent tags, different definitions, lost UTMs.Sprites diagnoses this
- PostHog vs Meta Ads: why Meta claims more conversionsView credit and in-app browsers PostHog never sees.Sprites diagnoses this
- PostHog shows fewer LinkedIn signups than Campaign ManagerView-through and 30-day credit PostHog cannot see.Sprites diagnoses this
- HubSpot vs Google Ads: why your lead counts differOne contact, one source vs every tracked conversion.Sprites diagnoses this
- HubSpot vs Meta Ads: why the leads don't add upUnsynced lead forms and first-touch source.Sprites diagnoses this
- HubSpot vs LinkedIn Ads: why the leads don't matchView-through credit and Lead Gen Form sync.Sprites diagnoses this
- Google Ads and Meta both claim the same saleTwo platforms, one order, two conversions.Sprites diagnoses this
Click IDs, UTMs and models
The parameters that carry a click to a conversion, where they get lost, and the attribution models and windows that decide who gets credit.
- What is gclid?The click ID that ties a conversion to the ad that earned it.Sprites diagnoses this
- What is fbclid?Meta’s click ID. Matches conversions, names no campaign.Sprites diagnoses this
- gclid missing from your URLsA redirect or router dropped it. Find the hop.Sprites diagnoses this
- UTM parameters being strippedPaid shows as direct. A redirect or router ate the UTMs.Sprites diagnoses this
- UTM parameters not showing in GA4GA4 never read them, or gclid won. Check the scope first.Sprites diagnoses this
- PostHog UTM trackingCaptured automatically. Empty means they never arrived.Sprites diagnoses this
- Multi-touch attributionCredit split across every touch. Only as good as the trail.Sprites diagnoses this
- PostHog vs Google Analytics for paid adsGA4 for the click. PostHog for what happened after.Sprites diagnoses this
- Attribution windowHow long a click or view keeps the credit. Every tool differs.Sprites diagnoses this
- Cross-channel attributionEvery platform claims the sale. One neutral record splits it.Sprites diagnoses this
- Google Ads attribution modelData-driven or last click. The other four are gone.Sprites diagnoses this
- Meta ads attribution settings7-day click, 1-day view. View windows cut in January 2026.Sprites diagnoses this
Hand Sprites your Attribution problems
Connect the account. Sprites reads it, names the problem and stages the change for your approval where it can make one.