Google Analytics GA4 — Hard
Key points
- Attribution models, conversion windows, and counting methods differ between GA4 and Google Ads
- GA4 uses cross-channel last click or DDA, while Google Ads uses its own attribution
- GA4 default conversion window is 30 days, while Google Ads can be 1-90 days
- Google Ads counts conversions per click, not per user
- Cross-device modeling also contributes to data discrepancies
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