Why Do Conversion Numbers Differ Between MultiHub Ad Reports?
This is expected behavior — not a data error. The Campaign Breakdown and Keyword & Ad Copy MultiHub reports measure different things.
If you've noticed that your All Campaign Breakdown Report and Keyword & Ad Copy Report show different conversion totals for the same property and date range, this is expected. Neither number is wrong — they're just measuring different things.
- The All Campaign Breakdown Report shows the complete conversion total for a campaign. Use this as your headline conversion number.
- The Keyword & Ad Copy Report shows only the conversions Google could attribute to a specific keyword. This will always be the same as or lower than the Campaign total — never higher.
Why Can't Every Conversion Be Tied to a Keyword?
Google doesn't always have enough information to attribute a conversion to a specific keyword. When it can't, that conversion still counts at the campaign level but doesn't appear in the keyword breakdown. The most common reasons this happens:
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Calls from desktop and tablet — Google does not report these at the keyword level. They roll up to the campaign total only.
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Unattributed conversions — when Google's reporting can't match a conversion to a specific keyword, it groups it into an unattributed bucket rather than assigning it to a keyword. These still count toward your campaign total.
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Conversion type and timing differences — some conversion types and reporting lag don't align at the keyword level the way they do at the campaign level, which can widen the gap.
Which Report Should I Use?
| Report | Use it for |
|---|---|
| All Campaign Breakdown Report | Your true, complete conversion total. Use this for overall performance conversations and campaign-level results. |
| Keyword & Ad Copy Report | Understanding which specific keywords drove conversions. Totals here are intentionally limited to keyword-attributable conversions — use it for keyword strategy, not headline totals. |
Why Is the Gap Bigger on Some Campaigns?
Branded campaigns tend to show a larger gap between Campaign and Keyword totals. This is because branded campaigns rely more heavily on call extensions and broad match — the areas where Google is least able to attribute a conversion to a single keyword. This is normal and expected.
Is This a Problem With My Data?
No! Both reports are pulling accurate data — the difference comes from how Google attributes conversions upstream, not from a reporting error in MultiHub.
The one scenario worth flagging to the Repli team: if you notice your Keyword Report shows a higher total than your Campaign Breakdown Report for the same date range. Contact your Repli CSR if you see this.