So What?

You might say: It’s OK.

You are happy with this deduplication with Facebook traffic.

But what if the Google Ads click is followed by an organic visit from a Google search of your brand?

What if it’s a self-referral from your website that occurred due to a missing or not fired Google Analytics code?

What if it’s a referral from a live chat, web push message, or marketing automation software?

A visit from a webmail page, because the user had to recover his password?

Visit from a payment gateway?

A banner on your site because someone added UTM tags to an internal link?

In all the cases mentioned above, Google Ads won’t import this conversion from Google Analytics. The original source of this conversion, Google Ads, is overwritten by other interactions.