It is highly recommended to not compare Google Analytics and DFP numbers due to discrepancies that may occur. Check out this infographic to understand important points regarding those discrepancies.
Separate Java Code
DoubleClick for Publishers (DFP) has the ability to count each impression that displays creatives (ads). But, it only does so when the server relays an ad response. Likewise, Google Analytics can count Pageviews only when a user’s browser executes the Google Analytics tracking code. Since they are located in different parts of your page, it is likely that one of these JavaScript snippets may load while the other does not.
Frames
A few publishers place DFP tags in an iframe that serve ads. But, browsers that don’t support the iframe tag can’t report an impression. This leads to Analytics counting more pageviews than impressions counted by DFP. Whereas, for those browsers supporting iframe tags, serving ads in such a manner results in an extra round trip between the browser and server. This causes some users to drop off from the page even before the browser has enough time to relay calls to both DFP and Google Analytics.
Security (blocking) Software
There may be a case where your Analytics timezone does not match with your DoubleClick for Publishers’ timezone. Here, two different sets of reports aggregate multiple yet distinctive time periods for the same displayed date. You can set the country or territory and the desired time zone you want to utilize as the day boundary for your reports, regardless of where the data originates from. You can learn how to set the time zone for your Google Analytics reports.
Timezone
There may be a case where your Analytics timezone does not match with your DoubleClick for Publishers’ timezone. Here, two different sets of reports aggregate multiple yet distinctive time periods for the same displayed date. You can set the country or territory and the desired time zone you want to utilize as the day boundary for your reports, regardless of where the data originates from. You can learn how to set the time zone for your Google Analytics reports.
Analytics Profiles
Google Analytics can let you create different profiles that you can use for filtering data. Take a case of viewing a profile filtering out some of the data. Here, DoubleClick for Publishers data will correspond to the filtered-out data which is not shown. Get to know how to create filters that control your report data.
DFP Video Companions
Google Analytics comes with DFP Video companion impressions since they display ads. But unfortunately, it does not include DFP Video ad impressions. Hence, while comparing impressions, make sure you include DFP Video companion impressions as well. Generally, these impressions that are reflected, are greater in value than that of the pageviews and if they are not, then consider 100 pageviews = 100 Impressions
Insights from Tatvic’s DFP Experts:
Source: Google Support
