Google Ads Demand Gen vs Meta Ads: An eCommerce Campaign Comparison

For years, marketers have struggled to compare Google’s Demand Gen campaigns with paid social channels like Meta Ads (Facebook Ads) due to differing attribution rules and conversion methods. This often made Demand Gen appear less effective. However, in April 2025, Google introduced Platform Comparable metrics, which align its attribution with paid social, offering a clearer, fairer view of cross-platform performance.

In this article, we’ll explain what Platform Comparable metrics are, why they matter, and how to use them to evaluate and improve your Google Demand Gen campaigns with confidence.

Table of Contents:

1. Why Comparing Google Demand Gen to Meta Ads Has Been So Hard 
2. What is Demand Gen Marketing
3. What Are Meta Ads (Facebook & Instagram Ads)?
4. What Are Platform Comparable Metrics and Why They Matter
5. How Platform Comparable Metrics are Calculated
6. How to View Platform Comparable Metrics in Google Ads
7. How to Use Platform Comparable Metrics
8. How to Ensure Data Accuracy in Demand Gen Reporting
9. Final Thoughts

Why Comparing Google Demand Gen to Meta Ads Has Been So Hard

Historically, Google Ads and Meta Ads have measured conversions differently. Google often excluded view-through conversions, while most paid social campaigns counted them automatically. This difference sometimes made Demand Gen appear weaker and Meta Ads stronger, making budget decisions more difficult.

As a Google Ads company working with eCommerce brands, we’ve seen teams pause campaigns, reallocate budgets, or misinterpret results simply because these attribution differences weren’t clear. Platform Comparable metrics solve much of this issue, but it’s still important to understand where each channel works best.

What is Demand Gen Marketing

Demand Gen is a Google Ads solution that helps eCommerce brands reach potential buyers before they’re actively looking to purchase. Instead of waiting for people to search for products, it introduces your brand early, building awareness and interest that can lead to future sales. Operating at the top- and mid-funnel, these campaigns showcase products on YouTube, Discover feeds, and Gmail.

What Are Meta Ads (Facebook & Instagram Ads)?

Meta Ads are usually the channel that reaches shoppers when they’re closer to buying. Unlike Demand Gen, which introduces products earlier, Meta Ads focus on capturing attention and driving action through social feeds, where users are already exploring and reacting to new offers.

For example, an eCommerce brand can retarget recent site visitors with a limited-time promotion, turning existing interest into immediate sales and helping maintain short-term revenue.

What Are Platform Comparable Metrics and Why They Matter

While each channel has its strengths, comparing them directly has always been tricky due to different attribution models. That’s why it’s important for eCommerce teams to understand when and how to use each channel effectively:

• Demand Gen performs best with longer consideration cycles, higher-value products, or campaigns focused on discovery. Strong creative assets help introduce your brand or collections early in the buyer journey.
• Meta Ads excel with shorter buying cycles, impulse purchases, low-AOV products, or aggressive retargeting campaigns, driving immediate conversions and capturing demand closer to the point of purchase.

But the bigger challenge has always been how results are measured. Historically, Google and Meta used different attribution models, which often made Demand Gen appear weaker in reports, even when it contributed significantly to conversions.

Platform Comparable metrics solve this problem by including view-through conversions in Google Ads reporting and applying a 7-day click, 1-day view attribution window, aligning measurement with Meta Ads. As a result, marketers can evaluate cross-platform performance on equal terms, see the true contribution of Demand Gen in the funnel, and make more confident decisions about budgets, scaling, and channel roles.

How Platform Comparable Metrics are Calculated

At a high level, Platform Comparable metrics expand standard Google Ads reporting by adding view-through conversions to existing conversion data:

Conversions (Platform Comparable) = Conversions + View-through conversions

Conversion value (Platform Comparable) = Conversion value + View-through conversion value

This doesn’t change how campaigns are optimized or bids are calculated — it simply provides a more complete view of Demand Gen performance for cross-platform comparison.

How to Ensure Data Accuracy in Demand Gen Reporting

Before making strategic decisions, ensure your data is accurate and reliable. Demand Gen campaigns often involve delayed conversions and multi-touch attribution, meaning numbers can shift as the full customer journey is captured.

To keep reporting precise:

• Double-check your numbers – compare Google Ads data with platforms like Google Analytics 4 or Northbeam.
• Account for attribution delays – track performance beyond 7 days for a full view.
• Review Assisted Conversions – go to Goals → Measurement → Attribution → Assisted Conversions for the indirect impact of campaigns.
• Verify conversion settings – make sure Google Ads attribution windows align with Meta’s (7-day click, 1-day view).