Why does the call count sometimes differ between Nimbata and my ad platform?

It’s normal to see differences between the number of calls reported in Nimbata and the conversions shown in platforms like Google Ads, Meta, or Microsoft Ads.

Call tracking and ad platforms measure different things, in different ways. Below are the most common reasons for discrepancies:

1. Different attribution models

Nimbata attributes calls by analyzing session data (DNI script enabled) and captured click IDs. Ad platforms use their own attribution logic (e.g., data-driven, last click, 7-day click, 1-day view). Because attribution models differ, the same call may be attributed to a campaign in Nimbata, to something different, or to nothing at all in the ad platform.

2. Missing click identifiers (e.g. GCLID)

For Google Ads offline conversions, a valid GCLID must be present when the visitor lands on your site. If auto-tagging is disabled, a redirect removes the gclid parameter, and a third-party tracking template strips parameters, then the call will appear in Nimbata, but it cannot be matched back to a Google Ads click. The result is that the call count differs.

3. Conversion filtering via workflows

In Nimbata, calls are only sent to ad platforms if your workflow conditions are met. For example, you may be sending:

• only answered calls, only calls longer than 60 seconds
• or only calls with a specific tag.

Nimbata may record 100 calls, but only 60 meet your workflow criteria and are sent as conversions.

4. Conversion settings inside the ad platform

Even if calls are successfully sent the conversion may not be set to 'Include in Conversions', the date range may differ, and/or the reporting column may exclude certain conversions. For these reasons , it is recommended that you always verify your reporting columns and date filters.

5. Processing delays

Ad platforms do not always process offline/API conversions instantly.

• Google Ads may take several hours
• Other platforms may batch or delay updates

Temporary discrepancies are common.

6. Call vs. click reporting differences

Nimbata reports all tracked calls.

Ad platforms report only attributed conversions tied to eligible ad interactions.

Not every call is eligible to become a platform conversion.

What should you check?

If you notice a discrepancy:

1. Confirm your workflow is enabled.
2. Check that the call has a valid click ID (e.g. GCLID).
3. Verify conversion settings in your ad platform.
4. Confirm date ranges match.
5. Allow time for processing.

• Example call IDs
• The expected conversion name
• The ad platform account used

Updated on: 16/02/2026