<b>Q: Why does GA4 show fewer conversions than Google Ads for the same campaign?</b>

<b>Q: Why does GA4 show fewer conversions than Google Ads for the same campaign?</b>

A: They count conversions on different rules, so a gap is normal.
— Google Ads credits the conversion to the click <i>date</i> and counts a click even days later inside the conversion window. GA4 credits the <i>session</i> when it happened.
— Google Ads de-dupes per click; GA4 (with Key events) can count multiple per user.
— Check the attribution window: Ads → Goals → Conversions → your action → Edit settings. A 30-day window in Ads vs GA4 reporting on a tighter range will always diverge.

Fix the comparison, not the data: compare the <i>Ads-imported</i> conversion in GA4, not your native Key event.

TL;DR: Different timing + windows = expected gap, not a bug.

Got a GA4 question? Drop it 👇