Why Google Ads, Meta, and GA4 never agree on conversions
It's not a bug in one platform. It's three different measurement models counting different things.
A common early conversation with a new client involves a discrepancy: Google Ads reports one conversion count, Meta reports another, and GA4 reports a third, for the same period. None of them is necessarily wrong — they use different attribution windows, different identity resolution, and sometimes different definitions of a conversion.
The fix isn't forcing all three to match; they measure genuinely different things and never fully will. The fix is designating one source of truth for business reporting and treating platform-reported numbers as directional signals for in-platform optimisation only.
More from analytics
Not sure this is the right fit yet?
Start a consultation and we'll tell you plainly what an audit would find.
Start a Consultation