How GA4 Overreporting Skews Google Ads Tracking.

Author

Himanshu Sharma
November 17, 2024

💀☠ "Is GA4 over-reporting revenue? It could be sabotaging your Google Ads campaigns!"

You are in a particularly problematic situation if your GA4 property is over-reporting revenue, you are not aware of this issue, and you have imported this purchase conversion to Google Ads as a primary conversion.

Overreported revenue in GA4 leads to inflated purchase conversion values in Google Ads which can give a false impression of campaign performance, making your ads appear more successful than they actually are.

Since the primary conversion actions are used for bidding optimization, the inflated revenue data can directly and negatively influence your campaign's bidding strategies and budget allocation.

At least once a month, compare the revenue reported by your GA4 property with the revenue reported by your shopping cart.

Only through such comparison, you can determine data discrepancies.

Your GA4 e-commerce tracking may be accurate right now but can deteriorate over time due to changes made to your website.

That’s why periodic comparison is important.

Ideally, you should use the Google Ads native conversion tracking instead of relying on imported GA4 conversions.

If you must use imported GA4 conversion, set it as a secondary conversion.