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Field notes on conversion tracking

What breaks, why it breaks, and how to fix it. GA4, Google Tag Manager, consent, server-side tagging and ad pixels, written from what we see in the public audit corpus.

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All ga4 · 31 gtm · 17 ecommerce · 9 attribution · 8 debugging · 8 google-ads · 8 consent-mode-v2 · 7 privacy · 7 reporting · 6 tracking-quality · 6

1 post tagged reconciliation. Show all

Jun 25, 2026 5 min read
Why your Google Ads conversions don't match GA4 (and how to reconcile them)
"Google Ads says 240 conversions, GA4 says 190 — which is right?" Both, sort of. The mismatch is expected; the SIZE of the gap tells you whether it's a methodology difference or a tracking bug.
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Field notes on conversion tracking

Why your Google Ads conversions don't match GA4 (and how to reconcile them)