Campaign Tracking Discrepancy Between GA/Matomo
Google Ads tracks clicks made on a page or link, while Matomo tracks the number of visits to that page. Therefore, if a user clicks on the link multiple times during a single visit, Google Ads will record multiple entries whereas Matomo will count only one. For more information, refer to: Visits and clicks data provided by search engines or ad networks or affiliates do not match the acquisition reports in Matomo? - Analytics Platform - Matomo
The default definition of a visit for Matomo is when a user clicks on the site, less than 30 minutes after their last action on the site. Once the 30-minute threshold is exceeded, it is considered a second visit for the same user, thus a 'returning visit.'
The default definition of a visit for Matomo is that a user has clicked on the site less than 30 minutes after their last action on the site. Once the 30-minute threshold is exceeded, it is considered a second visit for the same user, hence a 'returning visit.'
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