Do cookie blockers effect Google Ads attribution

Marketing & Content Hub Ads
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1

Hello
I have a discrepancy between data in Google Tag Manager/G4 and Hubspot. I have set up Google Tag Manager to record event conversions (eg completion of a download form) on the website. Google is telling me I’ve have 5 successful conversions generated via Google Ads, Hubspot says none of my conversions have been generated via Google ads. However, there is a lot of direct traffic, and I know Google attributes traffic as “direct” when it can’t track the source.

  • Do cookie blockers effect the “original source” attribution in Hubspot?
  • Does Hubspot attribute leads as “direct” source, when cookies are blocked.

Thank you

Michelle

2

It’s not necessarily that cookies being blocked are causing direct attribution. Hubspot is also able to make some source attribution to utm parameters in the way that Google Analytics does. However, with that said there are ad and cookie blockers that do try to block these tracking technologies especially if you are not using GDPR compliant solutions on your site to allow someone to have control over their data. In the cases where there is no UTM, cookie, or referral information then it can only be assumed that the traffic is direct.