Why does the call count sometimes differ between Nimbata and your 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.

1. Different attribution models

• Nimbata attributes calls by analysing session data (via the DNI script) and captured click IDs.
• Ad platforms use their own attribution logic.
• E.g. Data-driven, last click, 7-day click, or 1-day view.
• The same call may be attributed to a campaign in Nimbata, attributed differently in the ad platform, or not attributed at all.

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, or a third-party tracking template strips parameters, the call will appear in Nimbata but cannot be matched back to a Google Ads click.

3. Conversion filtering via workflows

• Calls are only sent to ad platforms when your workflow conditions are met.
• 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 while only 60 meet your workflow criteria and are forwarded as conversions.

4. Conversion settings inside the ad platform

• Even when calls are successfully sent, the conversion action may not be set to Include in conversions, the reporting date range may differ, or certain columns may exclude specific conversion types.
• Always verify your reporting columns and date filters in the ad platform.

5. Processing delays

• Ad platforms do not always process offline or API conversions instantly.
• Google Ads can take several hours; other platforms may batch or delay updates.
• Temporary discrepancies are common and usually resolve themselves.

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 to check if you spot 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 between Nimbata and the platform.
5. Allow time for processing before drawing conclusions.

Detailed guide: Google Ads integration: how to set it up in Nimbata

Detailed guide: Workflow rules and tasks: what's available and how they work

Updated on: 02/04/2026