Why don’t Web Custom Audiences (WCA) match my visits in Google Analytics or other reporting tools?

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Comparing Google Analytics and WCAs is like comparing apples and oranges. They both count different things, using different attribution models and using different technology.

Google Analytics visits will almost always be higher than WCAs. GA visits are counts of 30 minute browsing sessions no matter the originating source. WCAs are counts of visitors originating from Facebook that match a criteria (eg page visited) specified by the advertiser.

 

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