<b>Q: Why don't my GA4 conversions match Google Ads conversions for the same campaign?</b>

<b>Q: Why don't my GA4 conversions match Google Ads conversions for the same campaign?</b>

A: They're counting two different things, so a gap is normal — even healthy.
— Attribution model: GA4 reports use data-driven last-click by default; Ads counts the conversion at click time, often with a different lookback window.
— Timing: Ads credits the conversion to the click date; GA4 credits the conversion date. A click Monday converting Friday lands in different days.
— Ads also dedupes and applies its own count (one vs every). Check <code>Tools → Conversions</code> in Ads.

For parity, compare the same conversion event over a 30-day-plus range, not day by day.

TL;DR: Different attribution, timing and windows. A 5–15% gap is expected.

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