How to Fix GA4 and Google Ads Conversion Mismatches

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2. If you're running Google Ads and tracking performance in GA4 (Google Analytics 4), you've probably noticed that the conversion numbers between the two platforms rarely match exactly. It's frustrating, but it’s fixable. Mismatches between Google Ads and GA4 are common, but that doesn’t mean they should be ignored. Double-counting, inconsistent attribution settings, and technical missteps can all lead to inaccurate data, which makes performance optimization more difficult. In this guide, we’ll break down how to understand, diagnose, and fix these mismatches so you can trust your numbers and optimize your campaigns confidently.

3. Tips to Fix GA4 + Google Ads Conversion Tips to Fix GA4 + Google Ads Conversion Mismatches Issues Mismatches Issues Ensure You’re Only Tracking Conversions from One Source Ensure You’re Only Tracking Conversions from One Source The most common cause of conversion discrepancies is double-counting. This happens when you have both a Google Ads conversion tag and a GA4 event imported as a conversion in Google Ads, all tracking the same action. When tracking conversions, avoid double-counting by making sure you’re importing data from only one source. You can do this in two ways:

4. Through Google Tag Manager (GTM) If you are using GTM, check your tags carefully. If you have both a Google Ads Conversion Tracking tag and a GA4 Event tag that are working on the same trigger for the same conversion, you are likely double-counting. Google Ads counts conversions based on the click time, whereas GA4 counts conversions based on the conversion event time. Import from GA4 When you import a GA4 event into Google Ads, it is set as a Primary conversion action by default. If you also have a separate Google Ads conversion action tracking the same thing, you must set one of them to secondary to prevent it from being used for bidding and reporting in the main conversion's column.

5. The best practice is to only use GA4 conversions and set any old Google Ads conversion tags to secondary. How to Fix Double-Counting Between GA4 and Google Ads? Review your Google Ads account under Tools & Settings and then find the conversions. If you have a GA4 conversion and a separate Google Ads conversion action tracking the same event, edit one of them and set its Action optimization to Secondary action (for observation). Tagging and Implementation Issues Tagging and Implementation Issues Tagging and implementation issues can be another reason for your GA4+ and Google Ads Conversion Mismatch issues. If your tracking is not set up correctly, data can be lost or misattributed before it even reaches the platforms.

6. Incorrect or Incomplete GA4 Tracking Code Implementation Make sure the GA4 configuration tag (the gtag.js or Google Tag) is installed correctly on all pages of your website where you want to track the conversion. You can use the GA4 DebugView to test the tag and confirm that events are being collected in real-time. GCLID (Google Click Identifier) Parameter Passing The GCLID parameter attaches to landing page URLs for ad clicks and is critical for linking ad clicks to conversions. If a redirect on your landing page strips the GCLID parameter, GA4 won't be able to attribute the session to the correct Google Ads campaign.

7. Conflicts Between Manual and Auto-Tagging Auto-tagging is a critical feature that automatically adds the GCLID to your ad URLs. If you are manually adding UTM parameters and auto-tagging is also enabled, it can sometimes cause issues. Ensure that auto-tagging is enabled in your Google Ads account and that you are not manually overriding the GCLID. How to Fix GA4+ and Google Ads Tagging & Implementation Issue? Enable auto-tagging in your Google Ads account and do not use manual tagging for Google Ads campaigns. Check your website for any redirects that might be stripping the URL parameters.

8. Filters and Settings Issues Filters and Settings Issues Filters in GA4 or Google Ads (like IP exclusion, internal traffic filters, or parameter exclusions) change what data is collected and reported, leading to mismatches. IP Address Exclusions: If you have excluded your own IP address from GA4 to prevent internal traffic from skewing your data, these conversions will not be reported. Google Ads also allows you to exclude IP addresses manually through settings, so you can similarly prevent your test conversions from being recorded there by setting up IP exclusions in Google Ads. URL Parameter Exclusions: In GA4, you can tell the platform to exclude specific URL parameters from being used in your reports. If this setting is misconfigured, it could affect how your ad campaigns are reported.

9. How to Fix GA4+ and Google Ads filter and Settings Issues? Ensure that any filters or exclusions are consistent across both platforms. Be aware that the GA4 IP exclusion filter will cause GA4 to under-report conversions compared to Google Ads if you are doing a lot of internal testing. Conversion Delays and Reporting Dates Conversion Delays and Reporting Dates A conversion that happens days or weeks after the initial ad click will show up in Google Ads on the day of the click and in GA4 on the day of the conversion. This can cause significant discrepancies when comparing daily, weekly, or even monthly data. How to Fix GA4+ and Google Ads filter and Settings Issues? Always compare data for a longer time frame, such as a full month or quarter.

10. This allows the data to be fully processed and normalizes the differences in reporting timestamps. For daily comparisons, use the conversions by conversion time column in Google Ads. Data Processing Times Data Processing Times Google Ads data typically processes faster than GA4 data. It can take up to 24–48 hours for data to fully populate in GA4, so temporary discrepancies are common. How to Fix GA4+ and Google Ads filter and Settings Issues? Allow for data processing latency before comparing GA4 and Google Ads numbers. Ideally, wait at least 48 hours for both platforms to fully update data. Track how quickly each platform updates conversion metrics to set accurate expectations.

11. Lookback Windows Lookback Windows The lookback window defines how far back an ad click can be credited for a conversion. A mismatch between the Google Ads lookback window and the GA4 attribution window can produce discrepancies. How to Fix GA4+ and Google Ads filter and Settings Issues? Ensure the lookback windows in your Google Ads conversion settings are aligned with the attribution settings in your GA4 property.

12. Conclusion Conclusion While GA4 and Google Ads will never match 100%, understanding these differences helps you make smarter decisions and build trust in your data. By aligning your settings, using consistent attribution models, and avoiding double-counting, you’ll reduce confusion and focus on what matters. If you are facing a problem in fixing GA4 and Google Ads conversion matches, choose our Google Ads management services. We ensure your PPC campaigns are optimized, accurate, and deliver real results. Our team dives deep into your data, aligns tracking across platforms, and fine-tunes every aspect of your campaigns to maximize ROI.

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