Q: Everyone says GA4 conversions should eventually match Google Ads — when do they line up?
A: They're designed NOT to match, so stop waiting. The gap is structural, not a bug.
— Attribution model: Google Ads counts conversions on the click date; GA4 reports them on the conversion date. Same sale, different day.
— Ads uses its own modeling for unobserved conversions; GA4 doesn't credit Ads identically.
— Ads de-dupes per its window; GA4 uses your event timestamps.
Compare them in Advertising → All channels with a consistent attribution model, but expect a 5-20% delta as normal.
TL;DR: GA4 vs Ads matching is a myth. Track the trend, not parity.
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Q: Everyone says GA4 conversions should eventually match Google Ads — when do they line up?
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