Q: Why does GA4 show fewer conversions than Google Ads for the same event?
A: They count and attribute differently — this gap is expected.
— Counting: Google Ads counts conversions on the click date; GA4 counts key events on the day they happened. A conversion today from yesterday's click lands on different dates.
— Attribution: Ads credits the ad even via view-through and longer windows; GA4 key events use its own model and often last-click within the report.
— Fix the comparison: in GA4 use Advertising → Attribution, and compare matching date ranges by conversion vs interaction time.
TL;DR: Different count dates and attribution windows, not a bug. Compare in the Advertising section, not standard Reports, before assuming tracking is broken.
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Q: Why does GA4 show fewer conversions than Google Ads for the same event?
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