Lots of business owners and marketers have lately been noticing that their conversion data might vary between the likes of Google Ads and Google Analytics 4 (GA4). The truth is, this frustration is more common than you might think, usually with one platform reporting strong conversions while the other paints a less optimistic picture.
This inconsistency makes it difficult to understand your true marketing performance. It can even leave you questioning how much you can trust any of the data you’re looking at.
However, some positive news appears to be on the horizon, with Kamal Janardhan, Google’s Senior Director of Product Management, and Measurement announcing a roll out that aims to:
“Make measurement even more insightful and helpful in Google Analytics.”
She goes on to say:
“With this update, a conversion will be the same whether you’re looking at it in your Google Ads reporting or in a Google Analytics report.”
The full article can be found here.
So no more confusing data?
While it's still early to say for certain, Google seems to be actively addressing the data discrepancies between GA4 and Google Ads. Their recent focus on unified conversions is a promising step towards a consistent definition of conversions across both platforms.
What will this improve?
Attributing conversions to specific marketing channels can be a challenge. With unified conversions, GA4 has the potential to create more accurate attribution models. Therefore helping to bring to light which channels (search ads, social media, etc.) are truly driving conversions, empowering you to optimise your marketing budget and maximise your return on investment.
No more data discrepancies?
It’s still very early days, however, the shift towards unified conversions points towards a future where reporting finally aligns across platforms. This could be a major win for marketers and business owners, streamlining their workflow with more informed marketing decisions.
How do I prepare for this?
Our advice moving forwards after reading this article would be to:
- Connect the dots: Make sure your Google Ads account is linked to your GA4 property.
- Define your success: Identify the key user actions that matter most for your business (purchases, downloads, sign-ups, etc.). These become your key events in GA4.
- Import your key events: Don't lose track of past data. Import/ or direct your existing Google Ads conversions into GA4 via Google Tag Manager for a complete picture.
- Monitor and refine: Keep an close eye on your conversion data over the next month or two. This will help you identify any adjustments you need to make to your marketing strategies for optimal results.
What about ‘enhanced conversions’?
On top of unified conversions, Google has recently introduced enhanced conversions, a recommendation that leverages machine learning to fill in data gaps caused by user privacy settings.
This can be particularly relevant for tracking users who opt out of personalised advertising under regulations like Google Consent v2 (which became mandatory in March 2024 for websites targeting users in the European Economic Area).
While enhanced conversions offer a valuable solution, it's important to remember that relying solely on modelled data might not always provide a completely accurate picture. For the most reliable results, you’ll still want to encourage user consent for data collection when they see that pop up cookie banner.
Is it worth tracking both unified and enhanced conversions?
For the most reliable results, we recommend tracking unified conversions and also implementing a strategic approach to enhanced measurement. This lets you leverage GA4's full potential while complying with data privacy regulations. And did I already say you should be encouraging user consent for data collection whenever possible?
Do you need help with this?
We can help you import data, set up accurate tracking, and get the most out of Google's marketing suite (GA4, GA, & GTM). Let’s chat and find out how we can help you plug any tracking gaps and help you get really clear, actionable insights from your marketing performance. Let's talk.