Why don't N.Rich numbers match Google Analytics or other tools?

Visits and sessions in N.Rich rarely match Google Analytics or other analytics tools exactly. This article explains why, and how to compare them.

Ad engagement and website visits are different metrics

N.Rich reports both ad engagement and website visits. Most third-party tools only report website visits, and they have more detailed, customisable configurations for it. Keep this in mind when you compare numbers.

Different tracking technologies

N.Rich and third-party tools use their own tracking technology, with different definitions, methods, configurations and filtering rules, so the numbers vary. Google Analytics and similar tools may filter more or less strictly than N.Rich, or use custom filters. N.Rich also focuses on ABM: it adds identification and validation steps, such as filtering out visits from IP addresses that aren't linked to any of your target accounts.

Tag coverage

• Check that the N.Rich tag and your other trackers are on the same pages across your site.

• Check that both fire in the right order, using the tag priority setting in your tag manager.

• Use debugging tools to make sure all tags fire correctly and on time. In Google Tag Manager, use the Tag Assistant.

Cookie consent

Cookie consent settings are a major cause of differences. By default, the N.Rich tag runs in Cookieless mode: it doesn't create cookies and attributes visits at account level, so it also counts visits from people who haven't accepted cookies. Standard mode, which uses cookies, only switches on after a visitor accepts marketing cookies.

Tools like Google Analytics are often set up to load only after a visitor consents. Visitors who decline aren't counted there, so N.Rich can show more visits. Check your consent opt-in rate to understand the gap. For details on what the tag collects in each mode, see N.Rich tag - data collection, privacy & compliance.

Tracking opt-outs

Visitors can opt out of being tracked by Google Analytics, and they then never appear in its reports, while N.Rich may still track them. It works the other way too, since visitors can also opt out of N.Rich tracking.

Ad blockers and browser tracking protection

Browsers and ad blockers can block:

• Third-party cookies, often used by analytics tools to track behaviour across websites.

• Tracking scripts from analytics platforms or ad networks, so some visits or interactions go untracked.

• Fingerprinting techniques that collect device information.

• Cross-site tracking, which can interfere with attribution for multi-channel campaigns.

These protections can affect each tool differently: the N.Rich tag may not be blocked when the Google Analytics tag is, and the other way round.

Page load speed

If your pages load slowly, tags may fire late or be blocked, and visitors may leave before trackers load. To improve this:

• Speed up your landing pages so trackers load before visitors leave.

• Load essential trackers first.

• Use lightweight trackers.

• Use Google PageSpeed Insights to find ways to improve your site's performance.

Audit and training clicks

When your N.Rich ads go live, they go through an ad review process across our advertising ecosystem. This creates test clicks and visits that check your ads and landing pages meet ad network policies. When a new ad launches, Google may click a single link in it up to 300 times.

These visits aren't real engagement. N.Rich filters them out of your reports and dashboards so they don't affect metrics like cost per click or engagement rate, but third-party tools may still count them.

Focus on trends, not exact numbers

So many factors affect tracking that the numbers will almost never match. Compare trends and patterns instead of absolute numbers: they should move in the same direction across tools.

What's next

• How to see N.Rich ad traffic in GA4

• N.Rich tag - data collection, privacy & compliance

Need help? Reach out to your Solutions Engineer via the chat in the bottom-left corner of the N.Rich platform, by email or Slack.