Q: GA4 showed 30% fewer conversions than Google Ads — what closed the gap?
A: An affiliate ran the same campaign in both tools: Ads reported 412 conversions, GA4 reported 288. The culprit was attribution model mismatch, not lost data:
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Google Ads counted conversions on the click date with a 30-day window
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GA4 reported on the conversion date with data-driven attribution
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Admin → Data display → Attribution settings: matched the lookback window to 30 days
After aligning windows and waiting for the conversion-date data to settle, GA4 landed at 397 vs Ads' 412 — a 3.6% gap from cross-device cases Ads couldn't see.
TL;DR: Most 'GA4 vs Ads' gaps are click-date vs conversion-date plus window mismatch. Align both before assuming data loss.
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Q: GA4 showed 30% fewer conversions than Google Ads — what closed the gap?
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