When using Lunio alongside other analytics software, it's normal to see a degree of discrepancy when comparing results. There are several different factors that can influence this:
Lunio utilises server side tracking to monitor your Google Ads clicks, meaning Lunio collects this data at the point a user clicks your ad, and before the user reaches your website.
By contrast, most web analytics solutions measure traffic after a user reaches your website, once their script has fired - there are many reasons a user may not make it to this point, and as a result you may see more data in Lunio than you do in your analytics software.
Some analytics solutions make their own efforts to filter bot traffic from your data. This can mean that while bots are targeting your advertising and wasting your budgets, some may be identified by your analytics solution and filtered from your data within their platform.
Lunio on the other hand aims to capture this data, and use it to prevent bots targeting your ads in future.
Using Lunios tracking template gives a source of truth for clicks, only reporting a click when it actually happens.
Often, analytics software can misattribute traffic as it's reliant on URL parameters to know where traffic has come from.
Something as simple as someone saving a URL containing parameters indicating they're coming through paid media, can mean inflated figures in your analytics platform if they load the same link multiple times.