How do I compare GA4 and Google Ads data?

Cherry Seed

Create a spreadsheet comparing both platforms to your backend truth. Track weekly: backend conversions, GA4 conversions, Google Ads conversions, and each platform's capture rate. Look at ratios and trends, not absolute alignment. Use backend as your source of truth for business decisions.

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Comparing GA4 and Google Ads data: Comparison framework: Weekly tracking spreadsheet: | Week | Backend | GA4 | GA4 % | GAds | GAds % | Diff | |------|---------|-----|-------|------|--------|------| | W1 | 100 | 95 | 95% | 105 | 105% | 10% | | W2 | 105 | 98 | 93% | 110 | 105% | 12% | Metrics to track: Capture rates: Relative difference: Analysis approach: Don't expect:

Exact matches
Perfect alignment
Identical numbers Do expect:
Consistent ratios
Stable trends
Explainable differences...

Cherry Seed

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