GA4 discrepancy

When Google Ads and Google Analytics 4 disagree about conversions, something is usually wrong with measurement. This check compares the two and surfaces the gap.

What it checks

• Conversion gap — the difference between Ads-reported and GA4-reported conversions.
• Likely causes — tag gaps, different windows or models, double-counting, or actions tracked in one tool but not the other.
• Hidden actions — conversions happening that one side is not seeing.

Why it matters

A large, unexplained discrepancy means you cannot fully trust either source until it is reconciled. It often uncovers real problems — a broken tag, an untracked path, or conversions being counted twice.

How to use it

Requires a GA4 connection. Investigate large gaps before acting on conversion-based recommendations. Closing the discrepancy is one of the highest-leverage measurement fixes because it restores trust in the whole funnel.