Why are the click statistics in MI different from Google Analytics and Facebook?

You may have noticed that the click statistics of MI are different from those you see in Google Analytics and Facebook. In this article, we'll explain where this difference is coming from. 


To start off, the numbers you see in Media Injection are the number of times people clicked on the shortened link that we made (the bit.ly links or the customized branded shortened link). These aren't unique clicks, but the number of times the link is clicked on.


The number of Google Analytics is always lower than Facebook and Media Injection because they have a very strict way of counting a link click. There are many reasons the number is lower in Google than in Facebook. Here's a list of a few of those:

  1. Visitors must have JavaScript, images, and cookies enabled in their browsers in order for Google Analytics to report their visit.
  2. Then there are tracking methods. There are two methods: cookie-based tracking and IP + User Agent tracking.
    • Google Analytics, for instance, is a cookie-based analytics program. So if cookies are disabled, Google won't count the visit. This way it excludes "visits" from robots or spiders.
    • Ad servers use IP + User Agent tracking.  This tracking method typically uses log file analysis. This is the reason it may report higher numbers than by cookie-based tracking because of dynamically assigned IP addresses and spider and robot visits.
  3. First party vs. third party cookies. Even in cookie-based tracking, there is a difference between first and third party cookies. Third party cookies are set by a source other than the website being visited and that's why they're often blocked by browsers and security software. Google uses first party cookies.


There are some more reasons listed on this website

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