Attribution Gap Analysis

Both platforms use their own attribution models and take credit for conversions that other platforms also claim. Meta uses view-through attribution, meaning it claims credit for purchases made up to 7 days after someone saw an ad. Google uses data-driven attribution which credits multiple touchpoints. GA4 measures the session that actually completed the purchase.

GA4 is the closest to reality for ecommerce. It records actual transactions on your website. Platform-reported numbers include modelled and estimated conversions. Use GA4 as your source of truth and treat platform numbers as directional performance indicators.

For most accounts, combined Google and Meta reported revenue is 1.5x to 3x higher than GA4 revenue. A gap above 3x usually indicates a tracking setup issue on the GA4 side or heavy reliance on view-through attribution on Meta.

Shorten your Meta attribution window from 7-day view to 1-day click only in Ads Manager. This brings Meta numbers closer to reality. For Google, switching to last-click attribution gives a more conservative picture you can cross-reference with GA4.

It works with any combination of GA4, Google Ads, and Meta. The more platforms connected, the more complete the gap analysis. At minimum you need GA4 as the baseline.