Referral Traffic number doesn't add up with the banner advertiser's number
Our company did a small banner ad on a small newletter website. Advertising company's report claims that they had 128 clicks leading to our website but our stats tell us that we had only 68 click-throughs. My boss is telling me that perhaps our data is not reliable. He is assuming that the number from the ad company is correct, not ours.
Is this kind of discrepancy normal? How accurately does Google Analytics pull referral traffic number?
Re: Referral Traffic number doesn't add up with the banner advertiser's number
It's very likely that figures won't match because these are tracked and measured at different interaction points and different tools. The explanation in the below link might help.