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  1. Home/
  2. Attribution

Attribution · 22 problems

Why your tools disagree on conversions

Every tool counts a conversion its own way: different attribution windows, different models, different dates, and different blind spots when a click ID or UTM gets stripped. Pick the two tools that disagree and see where they split and which one to trust for which decision.

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What Sprites checks

2 checks
  • !Ads conversion sourceGA4 import and Google tag both primary
  • ?Paid clicks arriving with gclid71% of Google clicks
Illustration of a typical broken account. Your own readout comes from your account.

Tool vs ad platform

Your analytics or CRM against the ad platform, pair by pair: what each counts, and why the gap is the size it is.

  • GA4 vs Google Ads conversions: why the numbers don't matchClick date vs conversion date, and two different scopes.Sprites diagnoses this
  • GA4 vs Meta Ads conversions: why Meta reports moreMeta counts views and engagement. GA4 only sees sessions.Sprites diagnoses this
  • GA4 vs LinkedIn Ads conversions: why they never matchView-through and 30-day windows GA4 cannot see.Sprites diagnoses this
  • PostHog vs Google Ads: why your signups don't matchDifferent tags, different definitions, lost UTMs.Sprites diagnoses this
  • PostHog vs Meta Ads: why Meta claims more conversionsView credit and in-app browsers PostHog never sees.Sprites diagnoses this
  • PostHog shows fewer LinkedIn signups than Campaign ManagerView-through and 30-day credit PostHog cannot see.Sprites diagnoses this
  • HubSpot vs Google Ads: why your lead counts differOne contact, one source vs every tracked conversion.Sprites diagnoses this
  • HubSpot vs Meta Ads: why the leads don't add upUnsynced lead forms and first-touch source.Sprites diagnoses this
  • HubSpot vs LinkedIn Ads: why the leads don't matchView-through credit and Lead Gen Form sync.Sprites diagnoses this
  • Google Ads and Meta both claim the same saleTwo platforms, one order, two conversions.Sprites diagnoses this

Click IDs, UTMs and models

The parameters that carry a click to a conversion, where they get lost, and the attribution models and windows that decide who gets credit.

  • What is gclid?The click ID that ties a conversion to the ad that earned it.Sprites diagnoses this
  • What is fbclid?Meta’s click ID. Matches conversions, names no campaign.Sprites diagnoses this
  • gclid missing from your URLsA redirect or router dropped it. Find the hop.Sprites diagnoses this
  • UTM parameters being strippedPaid shows as direct. A redirect or router ate the UTMs.Sprites diagnoses this
  • UTM parameters not showing in GA4GA4 never read them, or gclid won. Check the scope first.Sprites diagnoses this
  • PostHog UTM trackingCaptured automatically. Empty means they never arrived.Sprites diagnoses this
  • Multi-touch attributionCredit split across every touch. Only as good as the trail.Sprites diagnoses this
  • PostHog vs Google Analytics for paid adsGA4 for the click. PostHog for what happened after.Sprites diagnoses this
  • Attribution windowHow long a click or view keeps the credit. Every tool differs.Sprites diagnoses this
  • Cross-channel attributionEvery platform claims the sale. One neutral record splits it.Sprites diagnoses this
  • Google Ads attribution modelData-driven or last click. The other four are gone.Sprites diagnoses this
  • Meta ads attribution settings7-day click, 1-day view. View windows cut in January 2026.Sprites diagnoses this

Hubs

  • Fix your ad account
  • Fix Google Ads problems
  • Fix your Meta ads
  • Fix your LinkedIn ads
  • Fix your Reddit ads
  • Fix Microsoft Ads problems

Reference

  • Attribution, defined
  • PostHog MCP server
  • Google Analytics MCP server
  • Google Ads MCP server
  • Incrementality
  • Marketing mix modeling
  • Ad specs

Hand Sprites your Attribution problems

Connect the account. Sprites reads it, names the problem and stages the change for your approval where it can make one.

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