Discrepancies Between Google Ads and GA4 Conversions

Google Ads tracks the conversions that originate from the campaigns you have running via Google Ads. Google Ads considers the attribution settings you have configured, while GA4 only displays data per session. So if someone clicks on your Google Ads ad in the morning and returns to the site in the evening to convert, Google Ads will claim the conversion, while GA4 will attribute the conversion to direct traffic.

To change your attribution settings, go to conversions in your Google Ads account and select the conversion for which you want to adjust the attribution. You can modify the following settings:

Click-through conversion window
View-through conversion window
View-through conversion window

Updated on: 16/08/2024