← Glossary
Google Analytics 4 (GA4)
Google Analytics 4 is Google's analytics platform, built around events rather than the sessions-and-pageviews model that preceded it.
Why it matters
It is where you see what happened after the click across the whole site, not just the conversion the ad platform recorded.
What people get wrong
Expecting GA4 conversion counts to match Google Ads. They will not, and neither is broken - the two use different attribution models and different windows. Reconciling them exactly is not a goal worth pursuing.