Why do I see discrepancies between Google Analytics and 6sense Ad Campaign Analytics?

This week we introduced UTM SmartTracking, a solution to make it easier for you to see a clean view of your qualified 6sense campaign traffic within Google Analytics. 

Publishers and SSPs who run programmatic ads are often subject to bots or click validation software that create invalid “clicks.” 6sense invests significantly to detect and filter non-human traffic (both fraudulent and benign) out of your billing and reporting, but the activity can still generate sessions on your website that get recorded by Google Analytics and dilute engagement statistics.  

When reviewing standard Google Analytics UTM reports (showing engagement stats by source and campaign), you should ideally see only the valid/human traffic that we attribute to your 6sense campaigns without having to set up advanced filters or customized segmentation to remove disqualified traffic that would otherwise dilute results.  

When we can confidently identify a click in real time as non-human, click validation activity, or otherwise disqualified traffic, then our UTM SmartTracking technology will change the UTM source from “6sense” to “6si_filtered.” Standard source/campaign reports in Google Analytics will then show more accurate engagement statistics for your campaigns.  

If you want to learn more about how it works, check out the Knowledge Base article.