Google Ads conversions not matching GA4? Understand the gap and fix it for good

If you're running Google Ads campaigns and trying to reconcile your data with GA4, you’ve likely noticed it: your conversions don’t match.

It’s one of the most common (and frustrating) issues for marketers today. Google Ads shows one number. GA4 shows another. And in some cases, the difference is massive — enough to make you question what’s really working in your acquisition strategy.

In this article, we’ll break down:

• Why this mismatch happens

• Which source you should trust (and when)

• How to finally align both datasets

• The easiest way to monitor this without spreadsheets or headaches

Let’s fix this once and for all.

Why your Google Ads and GA4 conversions don’t match

The short answer? They use different rules to define what counts as a conversion.

Here’s what causes the disconnect:

1. Attribution models aren’t the same

By default:

• Google Ads uses last Google Ads click attribution

• GA4 often uses data-driven or last click (non-Ads specific)

So if someone:

1. Clicks a Facebook Ad

2. Later clicks a Google Ad

3. Converts via email

Google Ads will credit the conversion.
GA4 might credit email. Or it might split the credit based on its data model.

2. Conversion windows are different

• Google Ads allows up to 90-day lookback

• GA4 is often set to 30 days (default)

That means a user who converts 45 days later could be counted in Ads, but not in GA4.

3. Events are tracked differently

You might have set up a purchase event in GA4, and marked it as a conversion.
But in Ads, your conversion might be based on a separate tag, or even imported from GA4 — but with filters (like only users from certain campaigns).

4. Consent, ad blockers & implementation issues

Some users never trigger GA4 due to cookie refusal.
Others may be blocked by browser extensions or custom tracking setups.

All of this leads to fragmented data.

So... which platform should you trust?

It depends on your business question:

If you rely on one only, you’ll miss part of the picture.

That’s why using a platform like Uplyt to unify these views is a game changer.

How to fix the mismatch (the hard way)

Let’s say you want to align your data manually. Here’s what that looks like:

1. Export conversion data from Google Ads (by campaign/date)

2. Export GA4 event data via Explorations or Looker Studio

3. Try to map them together in Excel or Google Sheets

4. Adjust for time windows, attribution, UTM mismatches

5. Cry (optional, but common)

It’s doable — but it’s time-consuming, error-prone, and not scalable for teams.

A better way: unify Ads & GA4 in one dashboard

This is exactly where Uplyt comes in.

Uplyt connects directly to your Google Ads and GA4 accounts, and shows you:

• Conversions by source (Ads, Organic, Social, etc.)

• Top landing pages and their performance

• ROAS calculated from real GA4 conversion data

• Attribution insights across platforms

• Evolution over time (M-1, N-1, 7 days, custom range)

👉 Try the feature here: Uplyt's Google Ads audit tool

No custom report needed. Just plug and play.

What if I import GA4 conversions into Google Ads?

Good question. You can connect GA4 conversions to Ads to optimize your bidding — and that’s recommended.

But even then:

• GA4 may still have more conversions than what Ads imports

• Some conversions might be filtered (ex: only if triggered after a campaign click)

• Attribution will still differ

Uplyt helps you see GA4-defined conversions and Ads conversions side-by-side, so you don’t have to guess which one is right — you just use the best of both.

Bonus: detect conversion drops with AI

One major benefit of using Uplyt instead of GA4/Ads directly is proactive monitoring.

Uplyt’s AI layer can detect:

• Drops in conversion volume (per campaign, source, or device)

• ROAS anomalies (ex: “Search ROAS dropped 32% on mobile this week”)

• Events not firing properly

• Unusual spikes (often caused by bots or tracking issues)

These insights can be converted into missions for your team, prioritized by impact. Learn more on the AI insights & recommendations page.

Align your team around the right numbers

One common frustration in marketing teams:

“What’s the real number of conversions?”

With Uplyt, you can:

• Set GA4 as your source of truth for some KPIs

• Track Ads-specific conversions separately

• Filter everything by campaign, country, or landing page

• Comment and assign tasks directly in the dashboard

It's built for collaboration, not just analysis.
Explore the collaboration feature here.

Recap: what to do when your Ads and GA4 conversions don’t match

Don’t panic. It’s normal. But it needs clarity.

Step 1

Understand why: different attribution, time windows, tracking setup.

Step 2

Decide your goal: optimize Ads? Measure true performance? Report to clients?

Step 3

Use a tool like Uplyt to unify your GA4 + Ads data, side-by-side.

Step 4

Track changes and anomalies automatically to stay ahead of performance drops.

Ready to fix your conversion tracking (for good)?

No more guessing, no more spreadsheets, no more double-checking numbers.

Uplyt brings you:
✅ Unified GA4 + Ads conversion tracking
✅ Smart ROAS analysis
✅ AI alerts and recommendations
✅ Collaborative dashboards for your team or clients

👉 Start for free now — and see the real story behind your conversions.