Analisis efektivitas digital marketing SIMAKARA melalui meta ads manager berdasarkan komparasi data dari google analytics = This study evaluates the effectiveness of a digital marketing campaign using Meta Ads Manager for SIMAKARA, an online tutoring platform specializing in university entrance exam preparation. A descriptive quantitative approach was employed, combining performance metric analysis from Meta Ads Manager and Google Analytics, along with interviews with management. The campaign focused on three main objectives: awareness, traffic, and conversion, each targeting different stages of the customer journey. The findings reveal significant discrepancies between the number of ad clicks reported by Meta Ads Manager and actual website visits recorded in Google Analytics, highlighting the limitations of single-platform attribution models. The spike in organic traffic following the campaign’s conclusion indicates indirect branding effects, although external factors such as exam schedule announcements also played a role. This study underscores the importance of cross-platform data validation to ensure measurement accuracy and optimize digital marketing strategies.