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Why do GA4 and Google Ads show different numbers?

GA4 vs Google Ads conversion discrepancy GA4 Google Ads mismatch attribution differences why numbers dont match Google Ads GA4 difference conversion tracking differences

Quick Answer

GA4 and Google Ads use different attribution models, counting methods, and session definitions. Google Ads uses data-driven attribution by default; GA4 uses last non-direct click. They track conversions at different times (click date vs conversion date). Cross-device matching differs. Discrepancies of 10-30% are normal.

Full Answer

GA4 and Google Ads are both Google products tracking the same conversions, yet they rarely match. This isn't a bug—it's by design. Each platform has different purposes and counting methodologies. The Main Differences 1. Attribution Models Google Ads (default):

  • Data-driven attribution
  • Machine learning allocates credit
  • Considers multiple touchpoints
  • Credits partial value across journey GA4 (default):
  • Last non-direct click
  • 100% credit to final paid source
  • Ignores direct visits
  • Simpler, more rigid 2. Conversion Timing Google Ads:
  • Reports on date of click
  • Conversion counted against click date
  • Historical date assignment GA4:
  • Reports on date of conversion
  • Today's conversions counted today
  • Current date assignment Example: 3. Cross-Device Attribution Google Ads:
  • Uses Google account sign-in data
  • Cross-device matching via Google ecosystem
  • More comprehensive device linking GA4:
  • User-ID when implemented
  • Limited automatic cross-device
  • Requires explicit...

Sources

Programmatic Access

GET https://seresa.io/wp-json/cherry-tree-by-seresa/v1/seeds/213

Cite This Answer

Cherry Tree by Seresa - https://seresa.io/seed/google-ads-ga4/ga4-vs-google-ads