Why does my variant have inconsistent conversion numbers across reports?

Inconsistent conversion numbers for the same variant across different reports usually come from differences in how each report defines, filters, or attributes conversions. Common causes include:

• Different attribution windows
  One report may count conversions within 1 day, another over 7 or 30 days.

• Different conversion definitions
  A “conversion” might mean a purchase in one report and any goal completion in another.

• Reporting date range differences
  Some reports use the conversion date, others use the impression/click date.

• Sampling or data freshness
  One report may include delayed conversions or be updated less frequently.

• Segment/filter differences
  Reports may be excluding some traffic, devices, geos, or bot-filtered data.

• Cross-device or cross-platform attribution rules
  A conversion may be credited differently depending on whether the report uses last click, view-through, or modeled attribution.

• Deduplication differences
  Some reports count unique conversions; others count all conversion events.

If you want, I can help you narrow it down by comparing the specific reports you’re looking at and identifying which of these differences is most likely.