Why are my Google Analytics (GA4) and Google Ads conversions different
One question we get on a frequent basis is why conversions are different between tools. We may assume that a conversion is a conversion, a click is a click. That would be WAY too easy. Even within the same company (GOOGLE), tools may have different definitions. In our first comparison, here is Google Analytics vs its favorite integration Google Ads.
One question we get on a frequent basis is why conversions are different between tools. We may assume that a conversion is a conversion, a click is a click. That would be WAY too easy. Even within the same company (GOOGLE), tools may have different definitions. In our first comparison, here is Google Analytics vs its favorite integration Google Ads.
1) Attribution model – By far the most common way data may be different
Google Analytics uses the last non-direct click attribution model (last source \ medium within entire conversion path)
Google Ads used last AdWords click (last AdWords click within entire conversion path)
Example:
Users clicks on AdWords Ad then leaves the website
User returns to the website via an organic search – completed appointment
Google Analytics – credit to organic search
Google AdWords – credit to last AdWords click
2) Conversion rate is calculated differently
Google Analytics – completions within the view/sessions within the view
Google Ads – completions from pixel or imported goals/clicks or video views
3) Completions are counted different
Google Analytics – counted only once per session
Google Ads – counted each instance regardless of session*
4) Goals can be set differently in Google Ads
Within Google Ads, users can select if goals are counted once or every time they happen
5) Date of conversion
Google Analytics reports conversions on the day it happens
Google AdWords reports the conversion on the day the CLICK happens
6) Invalid clicks and conversions
If Google determines the click is invalid (from spam, bots, etc.) and will also not count conversions
Google Ads will not show a goal, whereas, Google Analytics will
7) Transactions may be counted differently
Google Analytics – transactions are counted per instance
Google Ads – transaction goals can be set to count once or for each completion
Within Google Analytics, oftentimes analysts and developers perform tests that are likely excluded or filtered from your Google Analytics view. These are not filtered from Google Ads
Within Google Analytics transactions can be reversed and refunded
8) Google Analytics samples data, Google Ads does not