Data and Tracking
Your numbers in GA4 do not match the ones in the ad account
Because the two count different things. GA4 measures event-based and distinguishes automatically collected events, enhanced measurement events, recommended events and custom events g-ga4. The ad account assigns conversions to the click that triggered them, data-driven by default g-attr. Two systems, two ways of counting: the task is not to make them equal but to define which number carries which decision.
What we do: We write the measurement plan before implementation, use recommended events, assign each source its purpose and explain discrepancies instead of aligning them; you know which number carries which decision, and the discussion is not reopened every month.
By Robin Kardinal, Chief Operation Officer (COO)
Last updated on
What it is about and when it becomes relevant
How GA4 counts
Everything is an event. Google distinguishes automatically collected events, available from setup, enhanced measurement events, added after activation, recommended events with defined names and parameters, and custom events you define yourself g-ga4. Google recommends custom ones only where no other event fits g-ga4.
Why deviations are normal
The ad account assigns a conversion to the click and uses data-driven attribution for it by default g-attr. GA4 assigns it to a session and its source path. As long as both are set up cleanly, they will differ, and that is not an error.
When it becomes relevant
As soon as someone starts cutting budgets on the basis of whichever number is smaller. Then the way of counting decides over money. At the latest then, it belongs defined which source holds for which decision.
Common mistakes and how you spot them
Custom events for everything
How you spot itThe account carries custom events for things a recommended one exists for. Google explicitly advises using custom ones only when no other fits g-ga4; the reports otherwise lose their standard evaluations.
Enhanced measurement active unchecked
How you spot itEvents such as scrolling or outbound clicks count as success although they say nothing about the business. The event count rises, revenue does not.
Two systems, one target value
How you spot itThe report shows the same metric from two sources with different values, and nobody can say which one holds.
No parameters attached
How you spot itEvents fire but carry neither value nor category. Evaluations by product range or margin are then impossible.
How we go about it
Measurement plan before the build
We define which events exist, which parameters they carry and which of them are key events. Only then does building start.
Recommended events first
Where Google offers a recommended event with defined names and parameters, we use it g-ga4. Custom names are the exception.
Assign each source its purpose
One source for steering the campaigns, one for business reporting. We write down which holds for what, so the discussion is not reopened monthly.
Explain deviations instead of aligning them
We quantify where the difference comes from, say attribution model or consent, instead of bending one of the two numbers into line.
Further reading
This topic belongs to Tag Management.
Frequently asked questions
Which event types exist in GA4?
Automatically collected events, enhanced measurement events, recommended events and custom events g-ga4.
Why does Google Ads show more conversions than GA4?
Because the two assign differently. The ad account assigns to the click and uses data-driven attribution by default g-attr, GA4 assigns to a session. With a clean setup, deviations are normal.
When should I use custom events?
Only when no other event fits your use case. Google explicitly recommends that order g-ga4.
Which number should I take for budget decisions?
The one that reflects your business, and permanently the same one. Switching sources depending on the result is the most common reason for arguments over numbers.
Is this exactly where you are stuck?
Write to us about where it is stuck. Robin Kardinal and the team will look at what is concretely behind it in your case, and tell you where the biggest lever sits.
Sources
Every statement about ad products comes from the official documentation of the respective platform, with the date we retrieved it. Products change; if something looks outdated to you, write to us and we will check it.
- g-ga4Analytics-Hilfe, Ereignisse in Google Analytics 4retrieved on 21.9.2026
- g-attrGoogle Ads-Hilfe, Attributionsmodelleretrieved on 21.9.2026
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