I have configured the Google ads conversions with GTM. Google ads conversions are high when compared to GA4. GA4 is linked to the Google ads account but was set as secondary. Primary conversion is configured with GTM. I know there will be bit discrepancies but I am facing a huge difference.

Google Ads configured via GTM and GA4 is linked with Google Ads. However, I am seeing higher conversions in Google ads for purchase and low conversion value in GA4 when I select source/ medium revenue.

Tag:google-ads-api, google-tag-manager, google-analytics-4

2 comments.

  1. Tony McCreath

    GA4 will attribute each conversion to one source/medium.

    However, advertising channels will take the attribution if they were involved in the users journey within a specific time period.

    e.g. a user clicked on a Goog Ad, then a Facebook ad, then visits via Google search. GA4 will pick one of them. While all the channels will take credit for it themselves.

    This means each channel will report higher numbers than what GA4 attributed to them.

    Reply
  2. Ruben Lozano

    My recommendation is that you have to see that as usual. You might have a discrepancy of 5%-10% but that is normal.

    One of the answers is the attribution model. Google Ads measure the conversion when the click is performed and Google Analytics when the user performs the conversion. The other one is the way are measured the conversions. Using GTM, which I think is the best way to do it, you can see some discrepancies because maybe the tag fires for GA4 but not for Google Ads. This might be also the case of the cookies setup.

    My recommendation is to monitor the discrepancy and understand that there always differences between tools.

    I am not going to ask you about the number of conversions on your CRM then... :) which might be another different number.

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