It’s common to see different revenue numbers reported between Google Analytics 4 (GA4) and Google Ads. This can be confusing at first glance, but it’s not an error. Here’s a breakdown of why these differences occur.
1. Where Revenue Data Comes From
|
Platform |
How Revenue is Tracked |
|
GA4 |
Revenue is captured from events triggered on your website (e.g. purchase, ecommerce_purchase). |
|
Google Ads |
Revenue is recorded through Google Ads conversion tags or imported from GA4. |
Each platform pulls its data from slightly different sources, which naturally leads to discrepancies.
2. Attribution Models
|
What’s Different |
GA4 |
Google Ads |
|
Attribution Model |
Uses data-driven or last-click attribution across all marketing channels. |
Uses last Google Ads click by default. |
|
Traffic Tracked |
Includes all channels: organic, email, direct, paid ads, etc. |
Focuses only on traffic generated from Google Ads campaigns. |
The attribution logic determines how credit for conversions is assigned, which can cause reporting variations even when looking at the same conversions.
3. Timing & Conversion Windows
|
Detail |
GA4 |
Google Ads |
|
Conversion Window |
Default is 30 days, but can be customized. |
Can be set for up to 90 days. |
|
When Revenue Shows |
Based on the actual purchase date. |
Based on the date of the ad click that led to the conversion. |
Differences in conversion windows and how platforms handle delayed conversions contribute to reporting mismatches, especially for longer sales cycles.
4. Tracking Limitations & Double-Counting
GA4 may underreport revenue if:
- Conversion events aren’t implemented or firing correctly.
- Users block cookies or tracking (common with Safari or privacy-focused browsers).
Google Ads may overreport revenue if:
- Conversions are being counted through both GA4 imports and Google Ads tags, potentially creating duplication.
Key Takeaway
Discrepancies between GA4 and Google Ads revenue reporting are expected. GA4 provides a holistic view across all marketing channels, while Google Ads focuses exclusively on performance driven by paid ads on its platform.
When reviewing revenue data, always ensure you’re comparing metrics within the same platform and fully understand how each system collects and attributes conversions.
Have More Questions?
If you’d like additional help reviewing your revenue reporting or troubleshooting discrepancies, contact Adriel support for assistance!