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    Tailor AI Β· Help Β· Concept

    Why are my numbers different between Tailor and GA4/Ads Manager?

    From the Tailor AI team Β· Reviewed

    discrepancyga4ads-managernumbersattribution

    Answer

    Normal across Tailor vs GA4 vs Ads Manager vs Amplitude. Differences come from different definitions (users/sessions/events), consent/ad blockers, ads platform attribution vs analytics measurement, cross-domain tracking joins, and dedupe and timing differences.

    What I'd do next

    1. Pick a source of truth for business outcomes (often GA4/Amplitude/CRM).
    2. Use Tailor for exposure and lift directionality.
    3. Don’t expect exact number matches across systems.

    Caveats

    If discrepancies are very large (>30%), investigate tracking implementation rather than accepting them as normal.

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