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See How Many of Your Ad Platform Conversions Are Real Leads

Ad platforms vs reality puts what Google Ads, Meta Ads and Microsoft Ads say they converted next to the leads UTM Grabber actually captured from them, by platform and by campaign. It answers “how many of the conversions my platforms report are real?” and shows what the gap does to cost per lead.

Published · Updated

/truthLeads joined with ads, analytics and CRMNew in v2.0Joins Google or Meta Ads
Open the Full Sample →Ask Your AI for It
Ad platforms vs reality sample report in the Studio look, sample data for Northwind Dental. Headline: Your ad platforms counted 175 conversions your forms never got.Open full screen
Sample data from Northwind Dental, a fictional dental practice. Its headline reads: “Your ad platforms counted 175 conversions your forms never got.” Click to open the full report.

Are Google and Meta overcounting the leads I really get?

It depends on what your ad dashboards report. To put what Google Ads, Meta Ads and Microsoft Ads say they converted next to the leads UTM Grabber actually captured, Ad platforms vs reality is the report to run. Type /truth to get it. To rank ads by paying customers, use Which ads brought customers. To find spend that brought no leads, Wasted spend finder fits better. For the whole funnel, pick Full-funnel performance.

What it is: Ad platforms vs reality is a reality check from the free UTM Grabber Reports skill for PPC managers and owners that compares platform-reported conversions with the leads you actually got.

What this report answers

How many conversions did each platform report, and how many real leads did we get?
Which platform and which campaign over-report the most?
What's our real cost per lead next to the platform's cost per conversion?
Do our leads carry the click IDs needed to send real leads back?

Built for: PPC managers and owners whose ad dashboards look better than their inbox.

What's in the report

The Ad platforms vs reality sample report in the Studio look, with its 5 parts numbered to match the list
Click or tap a number or list item.Open the full sample →

Why You Can Trust What It Tells You

Platform counts beside real leads

Reported uses each platform's own count and attribution window, and real counts form submissions credited to that platform by UTMs or a click ID.

A clear verdict on over-reporting

Over-reporting is reported minus real, divided by real, rated Matches within 10%, Over-reports at 10% to 40%, and Far over above 40%.

Click-ID capture, graded

Click-ID capture is Healthy at 90%+, Watch from 60%, and Fix below that.

Ask your AI

Type the shortcut, or ask in your own words. Your AI pulls your leads through your UTM Grabber connection and builds the report.

You ask: /truthAre my ad platforms over-reporting conversions?

Used UTM Grabber, Google Ads and Meta Ads
  • check_site_health· UTM Grabber
  • list_forms· UTM Grabber
  • get_entries· UTM Grabber· 1,120 leads
  • get_campaign_spend· Google Ads· 510 conversions
  • get_campaign_spend· Meta Ads· 367 conversions

Claude answers: Your ad platforms counted 175 conversions your forms never got. Google Ads reported 510 for 415 real leads (+23%); Meta Ads reported 367 for 287 real leads (+28%).

Example chat in Claude. Sample data from Northwind Dental, a fictional dental practice. Your AI uses your own leads.
  • /truth
  • “Are my ad platforms over-reporting conversions?”
  • “Compare Google Ads conversions with the leads we actually got.”
  • “What's our real cost per lead on Meta?”

What it uses

UTM GrabberRequiredYour leads, with their UTMs and click IDs
AdsRequiredGoogle AdsMeta AdsMicrosoft Ads
Your AIClaude, ChatGPT, Codex or Cursor

Report designs need Claude, Codex or Cursor.

Ad platforms vs reality
RequiredOptionalAd, analytics and CRM connectors come from each platform or a third party.

Which plan do you need?

This report works on every plan, starting with the free plugin.

What your AI can read from UTM Grabber
PlanWhat your AI reads
Free pluginThis reportYour last 30 days, with a fair-use allowance
StarterYour last 30 days, with first touch and more click IDs
Starter+ or PremiumYour full history, unmetered
Compare Plans →

See it in 4 looks

Same numbers, same story, 4 designs. View the sample full screen, or download it as a PDF or editable PowerPoint slides.

Ad platforms vs reality report, Studio look

Studio

Client-facing reports

ViewPDFSlides

Ad platforms vs reality report, Boardroom look

Boardroom

Presenting to leadership

ViewPDFSlides

Ad platforms vs reality report, Ledger look

Ledger

Weekly ops reviews and analysts

ViewPDFSlides

Ad platforms vs reality report, Classic look

Classic

Printed reports and long reads

ViewPDFSlides

Questions about this report

Are the platforms lying?

No. They count differently, with their own attribution windows and conversion actions. The report puts the 2 counts side by side, calmly, so you can judge campaigns on real leads.

How do I close the gap?

Send your real leads back to the platform, so it bids on reality: offline conversions for Google and Microsoft, server-side conversions for Meta. UTM Grabber Premium can send them.

What if my leads don't carry click IDs?

The scorecard shows the share of each platform's leads with gclid, fbclid or msclkid. Below 60% it's marked Fix, because without the click ID a real lead can't be sent back.

Capture the Whole Journey, Starting Today

The free plugin remembers each lead's last click. Every UTM Grabber Premium plan, from Starter up, also records where they first found you, more ad click IDs and what kind of visit it was, from the day you upgrade.

Premium starts recording the day you upgrade. It can't fill in visits the free plugin never recorded, so every week on free is a week of first touches and click IDs you won't get back.

See UTM Grabber Premium Plans →Book a Demo
What UTM Grabber saves with each lead
Free pluginUTM Grabber Premium
Last-click UTM tagsSource, medium, campaign, term and contentYesYes
Google Ads click IDgclidYesYes
First touchThe source and campaign that found them, kept after later visitsNoYes
Meta and Microsoft Ads click IDsfbclid, msclkidPlus Google's wbraid and gbraidNoYes
Traffic labelsPaid, Organic, Social, Referral or Direct on every visitNoYes
AI assistant visitsChatGPT, Perplexity, Gemini, Claude and Copilot named as sourcesNoYes
WooCommerce ordersUTM tags savedFull source on every order
Cookie length30 daysYou choose

Related reports

Which ads brought customers

Cost per customer and true return on ad spend for every ad, not just clicks.

/roas

Wasted spend finder

Search terms and ads that spend money and bring no leads, with what to do about each.

/wasted

Full-funnel performance

Visits to leads to customers to revenue, in one view.

/funnel

See all 30 reports up close →

Want Us to Build This for You?

Get reports like this one with your logo and colors, set up for you. With the Support Package, we connect the AI Connector (MCP) to your data and hand you your own AI report builder, tuned to your business, for weekly, monthly and annual reports.

Get the Support Package →See What's Included

Works on free and paid plans, and with your agency. Cancel anytime, no contracts.

Done for you

$199/yr$349

Launch price · Real Value: $1,700

  • Expert SetupOur resident expert team installs UTM Grabber and wires every form, with a live test.
  • Diagnostics & FixesCaching, cookie and GDPR leaks found and fixed, then audited again all year.
  • Custom Reporting + MCPWe connect the AI Connector (MCP) to your data and hand you your own AI report builder.
  • Ongoing SupportNew funnels and forms wired all year, with priority answers.

Get This Report on
Your Own Leads.

Connect UTM Grabber to Claude, ChatGPT, Codex or Cursor with the AI Connector (MCP), add the free Reports skill, then type /truth. Or just describe what you need.

Connect Your AI →See UTM Grabber Premium PlansBook a Demo

Every plan can connect. The report designs need an AI app that supports skills: Claude, Codex or Cursor.

This sample is real output from the UTM Grabber Reports skill v2.0, built on sample data for Northwind Dental, a fictional dental practice. Once you set it up, every report uses your own brand colors and logo. Google Ads, Meta, Google Analytics and CRM connectors come from each platform or a third party, not from UTM Grabber. You add them to the same AI chat.