Analytics report subscription conversion data not the same as campaign report for same landing page

[Anonymous]

I set up a daily report to be sent showing clicks and conversions (conversions being white paper download) on a white paper attached to a banner ad. I also placed it in a campaign and with my Marketo consultant set up a conversions report in the campaign for the same landing page (conversions being white paper download).

The subscription report shows 16 conversions. The banner ad report shows 2. The white paper landing page is not currently accessible anywhere other than through the banner ad. Why is there a discrepancy conversion reporting and how do I get the names of the 16 conversions from the subscription report (thought that was the purpose of setting up the campaign)?

[Edward_Masson]

What is the report type you chose?
Is your banner ad a Program and looking for 'filled out form' as the conversion?

I remember Anonymous visitors cant be added to a program.
Sometimes I see a delay in new campaignsset up between the subscription report sent by email vs RCE. afater a couple of days it levels out (as its a data mart updated 24 hours delay I believe).