If you are comparing your Vibe campaign report with Google Analytics (or another analytics tool) and seeing different numbers, this article explains why and how to interpret both.
How Vibe shares data with Google Analytics
When you enable the GA4 integration, Vibe pushes Vibe-attributed page views directly to your Google Analytics data stream.
Once this data lands in GA4, Google applies its own attribution model to decide how to distribute credit across all your marketing channels.
Why the numbers differ
Vibe and Google Analytics use different attribution models, which means they can assign the same conversion to different channels:
Vibe uses IP-based view-through attribution. When your ad plays on a Smart TV, Vibe logs the household's IP address. When someone on that same Wi-Fi network later visits your website, the Vibe pixel matches the IP and attributes the visit to your campaign.
Google Analytics receives Vibe's data alongside data from all your other channels, then applies its own multi-touch attribution model to distribute credit. Depending on the model (last-click, data-driven, etc.), GA4 may give partial or full credit to another channel that the user interacted with.
Example scenario
A user watches your ad on their Smart TV (Vibe logs the household IP).
The next day, the user Googles your brand on their phone and clicks through to your website.
They make a purchase.
Vibe reports: 1 attributed purchase (IP matched within the attribution window).
GA4 (last-click model): Credits the purchase to Paid Search. Vibe may show as an assist or not appear at all.
GA4 (data-driven model): May distribute partial credit to both Vibe and Paid Search.
Both are valid perspectives. Vibe shows that the TV ad contributed to the conversion. GA4 shows how that conversion fits into the full marketing mix.
What if GA4 integration is not enabled?
Without the GA4 integration, Vibe does not push any data to Google Analytics. In this case, GA4 has no awareness of Vibe traffic at all, and Vibe-driven visits will typically show as "direct" traffic (because there is no click or UTM to identify the source).
Enable the integration to give GA4 the data it needs to include Vibe in its attribution. See GA4 Integration for setup instructions. For best results, set your GA4 attribution model to Data-Driven Attribution.
How to interpret the data
Use Vibe to understand CTV's contribution. Vibe's attributed conversions show how your TV ads contribute to your wider marketing mix. Every attributed conversion represents a household that saw your ad and later took action.
Use GA4 to understand the full journey. GA4 shows how all your channels work together. A conversion that Vibe attributes may also involve search, social, or email touchpoints.
Expect overlap, not a 1:1 match. The same purchase can be attributed to Vibe and to another channel in GA4. This is not double-counting. It reflects the fact that multiple channels contributed to the same outcome.
Compare trends over time. If Vibe shows increasing attributed conversions and GA4 shows growing direct or branded search traffic during the same period, your CTV campaign is driving awareness that converts through other channels.
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