GOOGLE ANALYTICS 4 PLAYBOOK Conversions in Google Analytics 4

Step-by–step conversion migration

4 Understand potential discrepancies in conversions volume

● Before swapping the conversion actions you are bidding to, consider that any change to conversion settings will have an effect on
smart bidding strategies. It is important to understand potential discrepancies that may occur. Always make sure that you are
tracking the same conversion on the website in Universal Analytics and Google Analytics 4 and only compare these with each
other.
● Google Analytics 4 and Universal Analytics may report different conversion measurements when imported into Google Ads due to
inherent technological differences between the platforms. It's recommended to review the common setup reasons mentioned
below before seeking troubleshooting support if a significant difference in reported conversions in Google Ads is observed.

Checklist: Common reasons for data discrepancies between Universal Analytics and
Google Analytics 4 reported in Google Ads

Reason Solution Checked?

Ensure that the lookback window settings for UA and GA4 conversion actions in
Lookback window Google Ads are aligned with the settings used in the GA4 property settings in
Google Analytics.

Make sure that the attribution model selected for GA4 and UA conversion action
Attribution model
in Google Ads is same.

If referral exclusions are not set up accordingly in GA4, the credit attributed to
Referral
Google Ads is likely to differ. More details here and implementation instructions
exclusions
here.

Site coverage Make sure that GA4 tags and UA tags are implemented across the same number
& implementation of pages. We recommend relying on standardized implementation methods
errors outlined on the developers page here.

With GA4, it is recommended to use the “once per event” conversion method
Conversion count instead of the “once per session” conversion method used in UA. This can cause
differences in reported conversions. Additional details can be found here.

Hard coded tag firing conditions can affect how and when a tag fires. When
Tag firing
implementing new GA4 tags make sure that same firing condition for GA4 is
conditions
used to minimize resulting discrepancies.

If you are comparing recent reports, you might see differences as GA4 is still
Time required for
processing data. GA4 can update attributed conversions for up to 7 days after a
processing data
conversion is recorded.

Waiting time after

Imported GA4 conversions need sufficient time to collect enough data. Please
conversion import
wait for 15 days after importing conversions and exclude the first 2 days when
in Google Ads
comparing reported conversions in Google Ads.

You can access troubleshooting support via the Google Ads UI by going to Help > Contact Us. Please share the case ID
provided by the support team to your dedicated account manager.