Why Google Ads and GA4 Numbers Differ

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Store owners often see one number in Shopify, another in GA4 and a third in Google Ads. Some difference is expected. Large gaps usually mean a problem worth fixing in your conversion tracking setup.

Normal reasons

• Different attribution models
• Google Ads reports by click date, GA4 by conversion date
• Consent and ad blockers affect each tool differently

Warning signs

• Google Ads shows more purchases than your store
• Purchase values missing or wrong
• Sudden drops after a site change

Related: tracking profit instead of revenue.

Want this checked in your account? Request a free Google Ads audit.