Google Analytics* is a third-party measurement tool many advertisers use to evaluate performance. As a platform that is not directly integrated with Quora, discrepancies can occur since different platforms have different methods of calculating metrics.
For example, clicks on Quora are often compared to "Users" or "Sessions"--metrics unique to Google Analytics. The three metrics are measured differently, so Users and Sessions cannot be used as 1:1 comparisons for clicks.
- Clicks (on Quora): The number of times a visitor clicks on a Quora ad. When it comes to measuring clicks from your Quora ads, we recommend deferring to the Quora Ads Manager as your ad campaigns' source of truth, as we cannot speak to the reporting accuracy of other third-party platforms.
- Users (on Google Analytics): The number of unique visitors that click on an advertisement. The number of users may be lower than the number of clicks on Quora if the same visitor clicks an ad multiple times. In this case, Google Analytics would only count one visitor, whereas the Quora Ads Manager will count all clicks.
- Sessions (on Google Analytics): A group of interactions one user takes within a given timeframe on your website and can be as short as one minute long to as long as four hours. For instance, if a user clicks on your ad once, clicks the back button, then clicks your ad again, two clicks will be registered in the Ads Manager, whereas Google Analytics will only register one session.
Similarly, Quora and Google Analytics have different methods of attributing conversions. Quora's pixel measures post-click conversions, whereas Google Analytics measures last-click conversions. Google Analytics also does not report viewthrough conversions while Quora does. Last-click attribution models do not illustrate the full impact of platforms like Quora, as they do not account for the journey a customer takes before converting on a website. For example, if a user conducts research on Quora, clicks a Quora ad, but revisits a website from a Google Display ad, Google Analytics would attribute their conversion to Google Display. Consequently, Quora's contributions appear under reported in Google Analytics despite driving quality traffic (and ultimately conversions) to the website in question.
*Please note that third party tracking is outside of our support team's area of expertise. For questions about Google Analytics or troubleshooting requests, please defer to the respective partner's support team.
Why is the Quora Pixel reporting less conversions than Google Analytics?
The Quora Pixel depends on third-party cookies to match your website visitors and their conversion events to Quora users. With changing browser functionality, there are increasingly more scenarios where a cookie is not present and we’re unable to match conversions to Quora users. For example, browsers with ad or cookie blockers can result in missing conversions in the Quora Ads Manager. Since Google Analytics does not depend on third-party cookies to measure Quora Pixel conversions, you are likely to see less conversions being reported through the Quora Ads Manager.
A workaround to this is Advanced Match. You can use Advanced Match to passback hashed user emails to Quora’s system to help us better match additional conversion events to Quora users when a cookie is not present.
Why am I seeing a low average session duration in my Google Analytics dashboard?
Low average session durations in Google Analytics typically mean that these visitors did not click to a second page after your landing page. When this happens, Google Analytics is unable to calculate a session duration.
For more information on why you might see low average session durations in Google Analytics, please refer to the sources below:
- Misunderstood Metrics: Time on Page / Session Duration
- Why average session duration is 0 in google analytics?
In general, we recommend comparing our session data to campaigns from other advertising platforms that direct to the same landing page.