Cherry Seed

Why doesn't my GA4 match my ad platform conversions?

attribution model conversion tracking channel grouping

Quick Answer

Different attribution models (GA4 uses last-click by default, Facebook uses 7-day click), different attribution windows, tracking blocked differently by ad blockers, and data processing delays. Perfect match is impossible—focus on trends, not exact numbers.

Full Answer

Why numbers never match: 1. Attribution models differ:

  • GA4: Last non-direct click (cross-channel)
  • Facebook: 7-day click, 1-day view (Facebook-centric)
  • Google Ads: Last Google click (Google-centric) 2. Attribution windows differ:
  • GA4: 30-90 day lookback
  • Facebook: 7-day click default
  • Time between ad click and purchase affects which platform counts it 3. Tracking blocked differently:
  • Ad blocker blocks GA4 but user converts: FB has it, GA4 doesn't
  • Safari ITP affects all, but timing varies 4. Processing delays:
  • Real-time vs daily batch processing varies by...

Sources

Programmatic Access

GET https://seresa.io/wp-json/cherry-tree-by-seresa/v1/seeds/731

Cite This Answer

Cherry Tree by Seresa - https://seresa.io/seed/utm-attribution/fix-attribution-s1