With GA4, marketers face new challenges understanding conversion data. Whether it’s last-click attribution or event-based tracking, the shift has many scratching their heads. This post will explain how to navigate data discrepancies between GA4 and other platforms.
Why Conversion Metrics Don’t Match
GA4 uses event-based modeling and data-driven attribution windows, while platforms like Meta or Google Ads focus on last-click/first-click methods. Add in user tracking limitations, and you’ll see how confusion arises.
How to Reconcile and Trust Your Conversion Data
- Name conversion events consistently across platforms.
- Use UTMs and consistent campaign naming conventions.
- Use GA4’s Model Comparison Tool to evaluate attribution paths.
- Build unified dashboards that combine GA4 + ad data for holistic views.
Conflicting conversion metrics aren’t a dead end. With the right tools and attribution understanding in GA4, you can build trust in your data—and make smarter decisions.
Carlo B. Marketing 