My advertising channels are reporting different conversion numbers than Google Analytics
GA4 can attribute conversions to different sources than platforms like Meta Ads or Google Ads due to differences in attribution models, tracking methods, and attribution windows. Each platform uses its own rules for tracking and assigning conversions, such as first-click, last-click, or data-driven models. Additionally, the length of the attribution window (the time frame in which a conversion is recorded) varies by platform, leading to discrepancies. Differences in user recognition due to privacy settings and cookies can also result in each platform identifying a different source for the same conversion.
For example, if a visitor comes to your site on Monday via a Meta Ads campaign, searches for your site on Google on Tuesday and clicks on your Google Ads search campaign, and then directly visits your site on Wednesday and completes a conversion, both Meta Ads and Google Ads will claim the conversion for their respective campaigns, while GA4 will show that the conversion came from a direct visitor.
For more information about conversion attribution differences: https://www.adpage.io/post/conversie-attributie
For example, if a visitor comes to your site on Monday via a Meta Ads campaign, searches for your site on Google on Tuesday and clicks on your Google Ads search campaign, and then directly visits your site on Wednesday and completes a conversion, both Meta Ads and Google Ads will claim the conversion for their respective campaigns, while GA4 will show that the conversion came from a direct visitor.
For more information about conversion attribution differences: https://www.adpage.io/post/conversie-attributie
Updated on: 22/11/2024
Thank you!