Q: My GA4 conversions don't match Google Ads — how do I reconcile them step by step?
A: They count differently by design, so align the knobs you can control:
— GA4 uses last-click within its model; Ads counts by click date. Always compare GA4 conversions to Ads 'conversions', not 'all conv'.
— Admin → Product links → Google Ads: confirm the link is active and auto-tagging (GCLID) is on in Ads.
— In Ads, set the GA4 key event's attribution and counting ('one' vs 'every') to match your intent.
— Compare a closed 30-day window, not yesterday — Ads backfills late conversions.
TL;DR: Link accounts, keep auto-tagging on, compare matching metrics over a settled window — they'll never be identical.
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Q: My GA4 conversions don't match Google Ads — how do I reconcile them step by step?
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