<b>Q: Why are my GA4 sessions lower than UA was for the same site?</b>
A: GA4 counts sessions differently, so a 10-20% drop is structurally expected.
— UA started a <i>new</i> session at midnight and on every new campaign mid-session. GA4 does neither, so it merges what UA split.
— GA4 also ignores hits with no consent or no tag fire, where UA sometimes counted estimates.
Don't 'fix' this. Instead, stop comparing sessions across the two tools at all and rebrand your baseline using GA4 numbers from day one.
TL;DR: GA4 doesn't restart sessions at midnight or on new source, so totals legitimately drop vs UA.
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<b>Q: Why are my GA4 sessions lower than UA was for the same site?</b>
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