Why GA4 and Google Ads Show Different Conversion Numbers
Discrepancies are not automatically an error. GA4 and Google Ads can use different attribution models, conversion times, time zones, conversion windows, and definitions. Cross-device measurement, modeling, consent, and the import of GA4 conversions also play a role. How additional first-party signals can be utilized is explained in the guide to Enhanced Conversions for Google Ads.
When Differences Are Normal
When two systems answer different questions, numbers are allowed to differ. Google Ads primarily attributes conversions to campaigns; GA4 reflects website and user behavior in a different context. Values only become comparable once the objective, time period, conversion definition, and attribution are clear.
When an Investigation Makes Sense
Large new discrepancies, missing events, or clear breaks after technical changes should be investigated. Clean conversion tracking helps in this process. Additionally, Sentinel can monitor conspicuous discrepancies and changes so that the investigation starts promptly.